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Heineken USA Launches Cinco de Mayo Promotion

Combines its Mexican imports in one campaign
cinco by the cervezas
Photograph courtesy of Heineken USA

WHITE PLAINS, N.Y. -- Heineken USA will combine two of its Mexican import beer brands in one festive promotion this May.

Dos Equis and Tecate are supporting the idea that Cinco de Mayo is more than just a day on the calendar. "It’s a mindset focused less on tradition and more on having fun and celebrating," the company said. As such, Heineken USA will help consumers celebrate the day with the campaign “Grab Cinco by the Cervezas.”

“We’re ramping up for Cinco 2019 with creative on- and off-premise merchandising, as well as feature and event amplification through social media,” said Alison Payne, vice president of marketing of the Mexican beer portfolio for Heineken USA, White Plains, N.Y. “We’ll be getting the word out about account activations, so accounts can be confident that consumers will be calling for Dos Equis and Tecate when their thoughts turn to Cinco.”

To drive awareness, social-media templates will advertise Cinco de Mayo features, specials and holiday events while thematic, channel-specific POS and saleables will bring the promotion to life on- and off-premise, the company said. High-impact retail will highlight Dos Equis and Tecate, as well as a partnership between Dos Equis and Jose Cuervo that offers shoppers a one-stop party supply solution to drive takeaway.

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