WHITE PLAINS, N.Y. -- This October, premium Mexican beer Dos Equis is inviting consumers and retailers to take their celebrations to a more "exotic and interesting" level with the Dos Equis Discover the Masquerade retail program. Through program elements available via mobile devices and Facebook, consumers will have access to "mysterious" special offers, sweepstakes and unique content, and retailers will have the tools to increase store traffic and sales of premium Dos Equis throughout the month.
Halloween has become one of the most celebrated holidays among adult consumers, with spending on Halloween-related items increasing from $5.8 billion in 2010 to $6.86 billion in 2011 . Estimates say more than half (59%) of young adults (21 to 24) will attend or throw a Halloween party.
"The Most Interesting Man believes, despite the candy and costumes, that Halloween is truly an adult celebration," said Ryan Thompson, brand manager for Dos Equis at Heineken USA. "Through the Masquerade retail program, he invites consumers to explore the mystery and intrigue of the holiday while providing retailers with the display and merchandising elements necessary to bring this Reggie award winning concept to their outlets and capitalize on the holiday's increasingly popularity."
The Most Interesting Man character will again host a Masquerade Ball in New York City, To round out the guest list, he is searching for the perfect "attache" to join him for the event. Dos Equis is inviting consumers interested in this position to apply on Facebook.
To encourage incremental display activity and help generate consumer excitement, Dos Equis is providing retailers with Masquerade-themed display items and point of sale (POS). SnapTag codes printed on POS items invite shoppers, through smartphone technology, to snap the code for the chance to win Dos Equis prizes. Cross merchandising instant redeemable coupon (IRC) and mail-in rebate (MIR) offers will be available on the purchase of Dos Equis and Halloween-related items (where legal) to encourage out-of-section displays and increase retailer's basket rings.
The Dos Equis Discover the Masquerade program runs October 1 to October 31.
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV, Amsterdam. Brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.