Dos Equis Does Halloween

Reveals details on 2014 Most Interesting Masquerade program

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Dos Equis has announced the details of its Most Interesting Masquerade program, set to hit retail and on-premise accounts from Sept. 15 through Oct. 31. This year's program elements are designed to rally legal-drinking age (LDA) consumers to make the most of their Halloween celebrations by inviting them to enter the Dos Equis Masquerade sweepstakes for the chance to win a trip to the brand's ultimate Masquerade extravaganza in New Orleans.

"Halloween continues to grow in popularity and is now the sixth single biggest beer-selling occasion of the year," said Ryan Thompson, brand director for Dos Equis at Heineken USA. "More than half of adults are likely to throw or attend a Halloween party, and Dos Equis consumers lead the charge. They celebrate in a big way, with lots of friends and thrive on sharing their interesting experiences on social media. With Halloween falling on a Friday, Dos Equis is prepared to make this year legendary for Halloween revelers' festivities and retailers' bottom line."

Marketing support, including TV and digital advertising, along with a strong social media presence, will reach shoppers at key decision-making touchpoints along the path to purchase driving traffic to local retail and on-premise accounts. In-store activation, led by POS featuring limited-edition Dos Equis Masquerade bottles, will encourage consumers to buy a pack of Dos Equis to enhance their Halloween celebrations. Consumers must email or text a photocopy of their receipt to XX@DESWEEPS.com to be entered into the Masquerade sweepstakes program. Every purchase of Dos Equis during the promotional period represents another chance to win, driving repeat purchase.

Rounding out the retail program, channel-specific cross merchandising offers on relevant party items will increase shoppers' register rings.

Where legal, Dos Equis is partnering with Casa Sauza to further build excitement around the Halloween party experience. Instant-redeemable-coupon (IRC) and mail-in-rebate (MIR) offers on the purchase of a bottle (750ml or larger) of a Sauza Family Brand Tequila and one 12-pack of Dos Equis will be available to engage shoppers and boost sales.

Heineken USA Inc., a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.