Dos Equis is rolling out the successful Lost Art of Celebrating Cinco spring retail program with sustainably 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 a rare opportunity to learn and experience the many lost arts and rituals of Cinco as mastered by The Most Interesting Man in the World.
“The Dos Equis consumer is always looking for experiences that are a bit more unconventional and we’re confident they are going to enjoy our Cinco de Mayo celebrations,” said Paul Smailes, Dos Equis Senior Brand Director. “This year, marking the 150th anniversary of Cinco, we are offering our consumers and retailers exciting new engagements which will enhance their Cinco de Mayo celebrations, whether at home or while out at their favorite local on-premise account.”
In the on-premise, Dos Equis 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 will also be available to set a celebratory Cinco stage.
“Dos Equis sales have accelerated during the first two months of the year,” added Smailes. “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.”
