Dos Equis Unveils 2013 Masquerade Program

Dos Equis is unveiling the details of its 2013 Masquerade program, which runs Sept. 1 – Oct. 31.

The campaign, set to coincide with this fall’s entertaining season, is designed to entice consumers to kick off their Halloween celebrations with the chance to win a trip to the Ultimate Masquerade Party in Miami.

At retail, limited-edition Masquerade packaging and offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings.

“Halloween has become a favorite occasion for adult consumers. More than 60% of those 21–24 years old will either throw or attend a Halloween party,” said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. “Halloween spending is on the rise and is expected to outpace 2012 by over 10%, resulting in sales of over $8B, an estimated $80 per person.”

“[The] Dos Equis Masquerade program is designed to connect the lure of Halloween with the popularity of Dos Equis and offer our trade partners a clever new way to provide added value to both their customers and their bottom line,” Boyce added.

In the spirit of the masquerade, Dos Equis is donning its own mask with unique packaging, including limited-edition bottle labels with unique codes that consumers can enter online for the chance to win a trip to the Dos Equis Masquerade event. Participating shoppers can increase their chances of winning every time they enter their codes.

Retail activation, led by POS featuring the limited-edition bottles encourages shoppers to grab a pack to enter the Masquerade sweepstakes. Relevant cross merchandising offers from leading brands such as Kettle Brand Potato Chips and 1800 Tequila will help drive traffic and repeat purchase.

On-Premise, Dos Equis sampling events will be available in select accounts to inspire in-bar Masquerade parties. Patrons who post photos of Dos Equis Masquerade celebrations to Instagram will automatically be entered into the Masquerade sweepstakes.

Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light and Newcastle Brown Ale.

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