Dos Equis will celebrate Cinco de Mayo in 2017 with a comprehensive, 360° program that features national TV advertising, media partnerships and a national sweepstakes.
To drive awareness, program buzz and conversation, a dedicated TV spot, part of its newly refreshed Most Interesting Man campaign, will be accompanied by heavy-up social media, including Facebook and Instagram, the company says. Additionally, Dos Equis is partnering with digital vendors Drizly and Touchtunes to amplify the promotional activity that runs from late March through Cinco de Mayo.
In-store, scalable displays and “Spice Up Your Cinco” POS will encourage shoppers to choose Dos Equis for their Cinco celebrations. In addition, IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) will provide retailers with secondary display opportunities.
A cross-merchandising partnership with On The Border Chips & Dips and Kings Hawaiian Jalapeno rolls will drive basket rings, the company hopes.
Sweepstakes prizes include an exclusive Cinco Fiesta Kit, and a grand prize trip to Mexico, including leisure time in Cancun.
“Dos Equis’ Cinco de Mayo programs are a proven success,” said Andrew Katz, VP of marketing for Dos Equis, in a press release. “During the week leading up to and including Cinco, Dos Equis’ display lift is two times greater than its competitors, and is 58% more likely to be purchased for special celebrations.”