Dos Equis Annual Halloween Masquerade Program

Dos Equis, one of the fastest growing upscale Mexican imports in the U.S., is celebrating the Halloween season with its fifth annual Masquerade program. The fully integrated, 360° program provides LDA+ consumers access to the Most Interesting Man’s entourage to help them create or attend an epic, fall celebration that rivals the Masquerade itself. Masquerade will be supported by a comprehensive marketing campaign that includes national TV, radio and out of home advertising, digital partnerships, retail and on-premise POS materials and a sweepstakes providing consumers the opportunity to enter to win the grand prize trip to New York City to attend a Dos Equis inspired event.  

“As a brand, Dos Equis encourages consumers to be interesting and spontaneous and Halloween is the holiday that encompasses this uninhibited spirit,” stated Leanne Maciel, brand manager for Dos Equis, HEINEKEN USA. “We know that more than half of adults are likely to throw or attend a Halloween party that features alcohol creating a great opportunity for retailers to utilize creative programs, like Masquerade, to drive profit. With the help of the Most Interesting Man’s little black book and his party planning guide, Dos Equis will entice consumers to make this year’s party more epic than ever.”  

In order to drive traffic in store and increase program awareness, Dos Equis has formed partnerships with hyper-targeted digital platforms, including Evite, Ibotta and Valassis Digital to help consumers plan and attend parties and provide desirable offers to increase consideration. 

At retail, eye-catching POS including five and 10 case stackers, standees, pole toppers and interactive decals, door handles and fridge headers will engage consumers and encourage cross category purchases (where legal) with partner Jim Beam® Casa Sauza to leverage the Halloween party occasion and provide consumers with all of the party essentials including Sauza® and Twang® Beer Salts. In addition, MIR (mail in rebate) and IRC (instant redeemable coupon) offers (where legal) on salty snacks and Halloween supplies including decorations, adult-sized costumes and pumpkins will not only amplify the spirit of the season, but increase basket rings for retailers.  

On-premise programming will include banners, posters, table tents and coasters with a call-to-action directing shoppers to where they will find party planning details on entry to the consumer sweepstakes. Consumers will have the opportunity to interact with a Virtual Reality Masquerade experience via the Most Interesting Man’s virtual reality cardboard. The Masquerade website will also include The Hub, a page dedicated to delivering party and attendee tips from a team of professionals including a DJ, chef, tailor and event planner to ensure this year’s celebrations are the most interesting.  

“Historically, the Dos Equis Masquerade promotion is a proven seller, driving +20% growth in off-premise and growing over two times faster versus the category in the on-premise. This year will be no exception. As the celebrations heat up, retailers have the opportunity to build upon past momentum and consumer loyalty with our newest Masquerade promotion. We’re excited to, once again, help consumers don their own masks and throw an unforgettable night made possible by Dos Equis.” 

Dos Equis’ Masquerade program runs September through October 31.