Dos Equis Announces Annual Halloween Masquerade Program

Dos Equis will celebrate Halloween season 2015 with its fifth annual Masquerade program.

The fully integrated, 360° program provides LDA+ consumers access to the Most Interesting Man’s entourage to help them create or attend an “epic” fall celebration that rivals the Masquerade itself, the company said.

Masquerade will be supported by a comprehensive marketing campaign that includes national TV, radio and out-of-home advertising, digital partnerships, retail and on-premise POS materials, and a sweepstakes providing consumers opportunity to enter to win the grand prize trip to New York City to attend a Dos Equis-inspired event.


“We know that more than half of adults are likely to throw or attend a Halloween party that features alcohol creating a great opportunity for retailers to utilize creative programs, like Masquerade, to drive profit,” said Leanne Maciel, brand manager for Dos Equis, Heineken USA, in a press release. “With the help of the Most Interesting Man’s little black book and his party planning guide, Dos Equis will entice consumers to make this year’s party more epic than ever.”

In order to drive traffic in store and increase program awareness, Dos Equis has formed partnerships with hyper-targeted digital platforms, including Evite, Ibotta and Valassis Digital, to help consumers plan and attend parties and provide desirable offers to increase consideration, the company said.


At retail, “eye-catching” POS — including five- and 10-case stackers, standees, pole toppers and interactive decals, door handles and fridge headers — will engage consumers, the company said, while encouraging cross-category purchases (where legal) with partner Jim Beam Casa Sauza to provide consumers with “party essentials” like Sauza and Twang Beer Salts.

In addition, MIR (mail in rebate) and IRC (instant redeemable coupon) offers (where legal) on salty snacks and Halloween supplies — including decorations, adult-sized costumes and pumpkins — are intended to “amplify the spirit of the season” and “increase basket rings for retailers.”

Dos Equis’ Masquerade program runs September through October 31.


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