Dos Equis is starting their Cinco de Mayo campaign early in 2015.
This year’s Dos Equis’ Dos de Mayo retail program is geared towards helping consumers celebrate “the biggest Saturday ever,” according to a press release. Program elements include National TV, digital and social media, consumer sweepstakes, in-store displays, POS and Cinco relevant cross-merchandising offers, designed to inspire LDA+ consumers to begin their Cinco celebrations early on Saturday, Dos de Mayo.
“With Cinco falling on a Tuesday this year, we’re helping people start the party early,” said Ryan Thompson, Brand Director for Dos Equis, Heineken USA.
Additionally, LDA+ consumers with May 2 birthdays (in select markets) will receive a “most interesting birthday wish” from Dos Equis featuring an exclusive surprise, according to a press release.
Dos Equis is also asking consumers to share “the most extraordinary way they celebrate Cinco de Mayo” and tag it with #DosDeMayo on Twitter for the chance to win a VIP trip to an exclusive Dos Equis event.
To drive awareness and build program buzz, Dos Equis is partnering with digital vendors including Brand.net, Google Search and Ibotta to deliver targeted content and offers designed to drive shoppers online to enter the sweepstakes and in-store to purchase Dos Equis. In-store, eye-catching, scalable displays encourage shoppers to trade up to Dos Equis and start their Cinco celebrations early, according to a press release.
Exclusive partnerships with occasion relevant brands including Avocados from Mexico, Casa Sauza Tequila and Twang Beer Salts, provide shoppers with compelling IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) and retailers with secondary display opportunities to drive higher basket rings.
Festive merchandising items including bins, wraps, banners, wall murals, piñatas and the Most Interesting Man Standees are available to encourage purchase of Dos Equis and Cinco party essentials.
Dos Equis Dos de Mayo program runs April 1 through May 5.