Dos Equis Scares Up 5th Annual Masquerade Program

For its fifth consecutive year, Dos Equis is helping consumers celebrate Halloween with the brand's annual Masquerade program, slated to run through Oct. 31.

“As a brand, Dos Equis encourages consumers to be interesting and spontaneous and Halloween is the holiday that encompasses this uninhibited spirit,” said Leanne Maciel, manager for Dos Equis, a brand of White Plains, N.Y.-based 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," she said.

In support of the campaign, Dos Equis has made available a series of POS materials to retailers, including case stackers, standees, pole toppers and interactive decals, as well as door handles and fridge headers that aim to encourage cross-category purchases of Jim Beam products. Mail-in rebate and instant redeemable coupon offers for salty snacks and Halloween supplies are also available.

On-premise programming includes banners, posters, table tents and coasters with a call-to-action directing shoppers to DosEquis.com/Masquerade where they will find party planning details and entry to the consumer sweepstakes, which will award a grand-prize trip to New York City to attend a Dos Equis-inspired event.

Additional support of the campaign includes national TV, radio and out-of-home advertising, as well as digital partnerships with Evite, Ibotta and Valassis Digital.

“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," Maciel said.