Dos Equis 'Ups the Stakes' for Cinco de Mayo

Campaign includes limited-edition packaging, store displays, national sweepstakes

Dos Equis retail signage

NEW YORK -- Look for limited-edition packaging and eye-catching store displays from Heineken USA's Dos Equis beer to drive sales around the Mexican holiday Cinco de Mayo.

The brand is launching a "fully comprehensive, 360-degree program featuring national TV advertising, media partnerships, limited-edition packaging and a national sweepstakes" to encourage consumers to celebrate with Dos Equis and enter for a chance to win items from the Most Interesting Man’s "coveted collection of worldly possessions."

“As the upscale Mexican import of choice, Dos Equis' Cinco de Mayo program has all the elements to stand out from the competition during the weeks leading up to Cinco de Mayo, a holiday typically cluttered with Mexican beer brand promotions,” said Andrew Katz, vice president marketing for Dos Equis. “By upping the stakes and making things even more interesting this celebratory season, Dos Equis will be the beer of choice for Cinco de Mayo.”

To drive awareness of the program, the campaign will include dedicated TV spots running from late March through Cinco de Mayo (May 5) accompanied by social-media support. Additionally, Dos Equis is partnering with digital vendors including Evite, Google Search, Ibotta and Drizly to deliver targeted content and offers designed to drive shoppers online to enter the sweepstakes and in-store to purchase Dos Equis.

In-store, eye-catching, scalable displays will encourage shoppers to choose Dos Equis to elevate their Cinco de Mayo celebrations. In addition, Dos Equis Lager and Ambar will be distributed with limited-edition primary and secondary packaging, while instant-redeemable-coupon (IRC) and mail-in-rebate (MIR) offers (where legal) provide retailers with secondary display opportunities. Through pre-shop tactics, in-store and on-premise merchandising and on-pack messaging, Dos Equis will invite consumers to enter the program sweepstakes for a chance to win items from the Most Interesting Man’s coveted collection of worldly possessions. Whether it’s a trip to his hacienda in Mexico, his Spanish guitar as seen in last year’s Cinco commercial or the portrait of a woman from his last TV appearance, all prizes are one-of-a-kind items.

Dos Equis is imported from Mexico by Heineken USA, New York.