Dos Equis Celebrates 150 Years of Celebrating Cinco
Dos Equis, a premium Mexican beer, is rolling out the Lost Art of Celebrating Cinco spring retail program with substantially increased media investment and more engaging support to offer consumers memorable Cinco de Mayo celebration experiences. To commemorate 150 years of celebrating Cinco de Mayo, Dos Equis will give shoppers the opportunity to learn and experience the many lost arts and rituals of Cinco as mastered by The Most Interesting Man in the World.
In the on-premise, Dos Equis, where legal, will engage with consumers in an innovative manner using a custom-developed iPad app. Brand Ambassadors will engage with patrons with the app, which will asses their favorite Dos Equis beer — Lager or Ambar — through a number of quick questions. Dos Equis branded materials also will be available to set a celebratory Cinco stage.
”Dos Equis sales have accelerated during the first two months of the year,” says Paul Smailes, Dos Equis senior brand director. “To keep the momentum going and registers ringing, we’re investing an unprecedented level of media support behind the 'Most Interesting Man in the World' campaign leading up to Cinco de Mayo. We anticipate record consumer engagement and record Dos Equis sales for participating retailers and on-premise accounts as we prepare to celebrate the 150th anniversary of Cinco de Mayo.”