Dos Equis is unmasking the details of its most interesting Masquerade program set to hit retail and on-premise accounts from September 15through October 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,”says Ryan Thompson, brand director for Dos Equis, 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 touch points 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 grab a pack of Dos Equis to enhance their Halloween celebrations.
Once purchased, consumers are directed to 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 party relevant items will increase shoppers’ register rings.
Where legal, Dos Equis is partnering with Casa Sauza to further build excitement around the Halloween party experience. IRC and 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.
Thompson adds that “the Dos Equis Masquerade program is a proven seller, driving as much as 27.3% lift at retail and 21.8% lift in the on-premise. This year’s program is even bigger with our updated limited-edition packaging leading the way. We polled our consumers to get their reaction to the new design; 82% prefer the new packaging, adding that it infuses style, coolness and intrigue, and 70% polled are more likely to bring this new pack to their Halloween celebrations. We are confident that our 2014 Masquerade program has all the right elements to deliver legendary Halloween experiences to consumers while delivering increased profits to our retail partners.”