NEW YORK, NY (March 11, 2011) – Dos Equis Lager, the fastest growing premium Mexican beer in the U.S., is revealing details of the brands’ Lost Art of Celebrating Cinco spring retail program. Endorsed by The Most Interesting Man in the World, the multi-channel Lost Art of Celebrating Cinco program will inspire adult consumers to celebrate Cinco de Mayo in a more interesting way, while offering savvy accounts the tools they need to take their Cinco promotions to the next level, delivering experiences that best suit the Dos Equis consumer’s unconventional style.
“The Dos Equis consumer wants to experience life a little differently than the herd,” said Paul Smailes, Dos Equis Senior Brand Director. “Our Lost Art of Celebrating Cinco program elements encourage consumers to raise their Cinco celebrations to a new level, whether entertaining at home or gathering at their favorite restaurant or bar. The program provides retailers with relevant visibility elements and offers (as legal) that will engage their customers and increase take-away of Dos Equis and other Cinco related products. The program’s on-premise component provides accounts the tools needed to present a more interesting Cinco experience to their patrons, setting them apart from their competition.”
At retail, Dos Equis themed display enhancers, including a portable wooden bar, wooden crate cooler and the coveted Most Interesting Man standee, along with ‘Discover the Lost Art of Celebrating Cinco’ mass display units, pole toppers and themed POS will help create in-store Dos Equis/Cinco destinations. Unique Cinco recipes and The Most Interesting Man Lost Art Cinco tips will inspire consumers to throw their own ultimate Cinco party. IRC and MIR cross merchandising offers with Cinco relevant partners including Hornitos and Sauza® Tequila (available only in channels that sell beer and spirits), Cholula® Hot Sauce, fresh produce and tortilla chips will inspire consumers to serve Dos Equis, the ultimate beer selection for their most interesting Cinco celebrations.
On-premise, Lost Art Of Celebrating Cinco consumer sampling events are designed to keep consumers engaged during the weeks leading up to Cinco de Mayo and encourage them to return to the account for a most interesting Cinco celebration on May 5. Dos Equis branded Cinco celebratory drums, guiro instruments, temporary tattoos and view master visual tour guided by the Most Interesting Man in the World, keep patrons entertained while colorfully dressed Dos Equis ambassadors offer samples of Dos Equis Lager and Ambar (where legal). Three dimensional table tents, coasters, view finders and posters convey the voice of the brand and share insights on how to master the Lost Art of Celebrating Cinco.
Smailes concluded, “The Dos Equis Lost Art of Celebrating Cinco program elements enhance our retail and on-premise activation and provide consumers with a highly engaging and memorable Cinco experience. This year's concept brings the celebration of Cinco de Mayo to life in exciting and unconventional ways that are inspired by the Most Interesting Man in the World himself, while providing the trade with the tools to drive their higher profit Dos Equis beer sales.