Dos Equis, Tecate partner for Cinco de Mayo campaign

Grab Cinco by the Cervezas promotion features on- and off-premise elements

March 7, 2019

Combining two Mexican import beer brands in one festive promotion, White Plains, N.Y.-based HEINEKEN USA’s Dos Equis and Tecate are supporting the idea that Cinco is more than a just day on the calendar; it’s a mind-set focused less on tradition and more on having fun and celebrating.

“We’re ramping up for Cinco 2019 with creative on- and off-premise merchandising, as well as feature and event amplification through social media,” said Alison Payne, vice president of marketing for the Mexican beer portfolio at HEINEKEN USA, in a statement. “Grab Cinco by the Cervezas images sized for Facebook and Instagram posts are perfect for advertising features and specials. We’ll be getting the word out about account activations, so accounts can be confident that consumers will be calling for Dos Equis and Tecate when their thoughts turn to Cinco.”

This year’s program invites consumers to enjoy all that Mexico offers, especially its beers. With Dos Equis as the No. 1 Mexican franchise on draft, according to a Nielsen volume report based on total U.S. sales for 4 weeks ending Dec. 29, 2018, and Tecate possessing 75 years of Mexican heritage and yielding 41 percent greater dollar lift versus import segment when promoted, according to a Nielsen 52-week sales report ending Sept. 22, 2018, these two brands are sure to bring some spice to Cinco this season, the company says. Additionally, earlier this year Tecate launched Tecate Titanium, a Mexican import with a high alcohol by volume.

To drive awareness, social media templates will advertise Cinco de Mayo features, specials, and holiday events while thematic, channel-specific point-of-sales and saleables will bring the promotion to life on- and off-premise. High-impact, retail-theater dresses up Dos Equis and Tecate displays and a partnership between Dos Equis and Jose Cuervo offers shoppers a one-stop party supply solution to drive takeaway, the company says. On-premise, brand ambassadors will be on hand to sample patrons (where legal) and to distribute thematic premiums while Mariachi bands and dueling dancers fuel the festivities, enhance the customer experience and provide social-worthy photos, it adds.

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