Dos Equis is once again bringing back its "Dos de Mayo" retail program in anticipation of one of the year's biggest celebrations.
Set to run April 1 – May 5, the brand is asking consumers to share the "most extraordinary" way they celebrate Cinco de Mayo and tag it with #DosDeMayo on Twitter for the chance to win a VIP trip to an exclusive Dos Equis event.
To further up the ante, Dos Equis is launching an additional element to this year's program by offering a "most interesting" birthday wish and exclusive surprise for LDA+ consumers with May 2 birthdays.
“For Dos Equis drinkers, Cinco de Mayo has always been a time to celebrate in creative ways with a more interesting beer,” said Ryan Thompson, brand director for Dos Equis. “With Cinco falling on a Tuesday this year, we’re helping people start the party early with Dos Equis on Saturday, May 2 – Dos de Mayo.
"This year’s Dos de Mayo program delivers consumers the most interesting Cinco party yet while providing retailers the opportunity for higher sales and profits of Dos Equis," Thompson said.
The campaign will be supported by digital partnerships with Brand.net, Good Search and Ibotta to deliver targeted content and offers, as well as themed displays and other festive merchandise.
Heineken USA Inc. is a subsidiary of Heineken International BV, the world's most international brewer.