Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, announced its new Cinco De Mayo-themed, fully-comprehensive, 360-degree campaign featuring national TV advertising, media partnerships, limited-edition packaging and a national sweepstakes. The campaign will encourage consumers to celebrate with Dos Equis and enter for a chance to win items from the Most Interesting Man’s collection of worldly possessions guaranteed to upgrade any Cinco de Mayo Celebration, the company says.

“As the upscale Mexican import of choice, Dos Equis’ Cinco de Mayo program has all the elements to stand out from the competition during the weeks leading up to Cinco de Mayo, a holiday typically cluttered with Mexican beer brand promotions,” said Andrew Katz, vice president of marketing for Dos Equis, in a statement. “By upping the stakes and making things even more interesting this celebratory season, Dos Equis will be the beer of choice for Cinco de Mayo.”

To drive awareness of the program, dedicated TV spots running from late March through Cinco de Mayo, along with social media support, will initiate program buzz and drive mass conversation, the company says. Additionally, Dos Equis’ partnership with digital vendors including Evite, Google Search, Ibotta and Drizly will deliver targeted content and offers that are designed to drive shoppers online to enter the sweepstakes and in-store to purchase Dos Equis, it adds.

In-store, eye-catching, scalable displays aim to encourage shoppers to choose Dos Equis to elevate their Cinco de Mayo celebrations. Additionally, limited-edition primary and secondary packaging for Dos Equis Lager and Ambar will drive appeal and purchase, while instant redeemable coupons and mail-in-rebate offers (where legal) provide retailers with secondary display opportunities to drive purchase, the company says. On-premise, custom-designed point-of-sale elements will drive engagement and incremental sales of Dos Equis. In select markets, Dos Equis ambassadors also will be on hand to provide samples to patrons (where legal), invite them to enter the sweepstakes and encourage them to choose Dos Equis for a more interesting Cinco celebration, it adds.

“Dos Equis’ Cinco de Mayo programs are a proven success,” Katz continued. “The Dos Equis franchise outpaces the competition during the week leading up to and including Cinco. Our 2016 program is designed to take our consumers and our retail partners Cinco de Mayo experience to even greater heights in 2016.”