Dos Equis, the fastest growing import beer brand in the U.S., and cerveza Tecate are revealing details of the brands’ most interesting and unconventional ‘Cinco ways to Celebrate’ Cinco de Mayo/Spring retail and on-premise program.
The program is designed to inspire adult consumers to take their celebrations to a new level while helping keep grocery, liquor, c-store and restaurant/bar cash registers ringing during April and May 2010.
Playing off the Dos Equis popular ‘Most Interesting Man’ campaign and Tecate ‘Con Character’ campaign, the ‘Cinco ways to celebrate’ program offers consumers five (cinco) creative themes to employ that are sure to elevate their party experience including:
- Musica – create your own Cinco dance club and dance the night away in style
- Outdoor Cantina – turn your backyard into a hip fresh air Cinco bash
- Mysterioso – Dial up the mystery of your Cinco celebration in disguise
- Fiesta De Luna – after the party, host the after Cinco party
- The Great Feast – combine the great taste of Dos Equis and Tecate with exotic foods and extravagant serving suggestions and feast like it’s your last
Each unique theme suggestion includes unconventional party tips-themed playlist suggestions, easy recipe ideas and a checklist of all the essentials needed to pull the party off in Dos Equis and Tecate style.
“The ‘Cinco ways to Celebrate’ program elements provide consumers with instant interactive solutions that will help them provide more interesting and unconventional Cinco entertainment for their friends,” said Paul Smailes, Dos Equis brand director. “Through ‘Cinco ways to Celebrate’ we are providing five creative theme ideas to help our consumers host a more interesting and authentic Cinco de Mayo party while at the same time providing our retail and on-premise partners the materials and support to help drive their sales of our Mexican portfolio.”
At retail, POS materials, pole toppers and mass display units adorned with attention grabbing display enhancers including branded fire pit, cooler and wood crates will help create ‘Cinco ways to celebrate’ in-store destinations where consumers are invited to receive instant access to fun, exciting and easy to execute entertaining ideas and to purchase the essentials – Dos Equis and Tecate – for throwing a more interesting Cinco de Mayo party. Tear pads and text-in promotion codes will guide consumers to recipes and party tips as well as provide valuable offers that will help them give their party a kick. Relevant IRC and MIR cross merchandising offers with a variety of Cinco style party foods will encourage consumers to serve Dos Equis and Tecate – the ultimate beer selections for any Cinco de Mayo celebration.
On-premise, Dos Equis will provide a range of POS materials and engaging tools to educate adult consumers on the lost art of celebrating Cinco with ingenuity and style – the Most Interesting Man way. Three dimensional table tents, coasters, view finders and posters will convey the voice of the brand and share insights on how to master the lost art of celebrating Cinco. Cinco celebratory drums and Talavera Cinco shakers along with giveaways including branded compass key chains and necklaces will help keep consumers engaged and the party going.
Smailes concluded, “Our Lost Art of Cinco ‘flash’ tour will enhance our on premise activation and provide consumers with a highly engaging and memorable Cinco experience. This year’s concept will bring to life an Aztec Goddess of Cinco and her fellow dancers and drummers to key accounts in our top markets. This interesting and premium experience will engage our target in the on premise environment and help differentiate ourselves from other Mexican brands.”