Dos Equis, the popular beer featuring "The Most Interesting Man in the World", is on a quest to move Cinco de Mayo to May 2nd this year. The popular holiday (some of us here in Chicago call it Cinco de Drinko) happens to fall on a Sunday this year, causing the brand some concern. Will people still want to celebrate knowing Monday looms near?
Dos Equis, Dos de Mayo – it makes sense.
According to a Media Post article:
Dos Equis launched its promotions for Dos de Mayo by releasing a video message from its famed spokesperson, “The Most Interesting Man in the World.”
In the video, The Most Interesting Man alerts celebrants that Cinco de Mayo falls on Sunday this year, and urges them to “mobilize your friends, your co-workers, your mistresses, your neighbors, everyone” to kick off their celebrations on Dos de Mayo. (He also explains that Sunday doesn’t work for him, personally, as he runs a rattlesnake “charm class” early on Mondays.)
The site offers a locator to find nearby bars celebrating the newly minted Dos de Mayo pre-holiday (more than 1,000 nationwide, according to Dos Equis), a Facebook tool for sending official Dos Equis invites to one’s own Dos de Mayo party, and drinks made with Dos Equis, plus festive recipes for the occasion.
In addition, fans 21 and older can enter a sweeps offering chances to win an all-expenses-paid trip for two to Los Angeles to attend the “official” Dos de Mayo bash, co-hosted by Dos Equis and Maxim magazine. (The sweeps info and entry form are on a co-branded Maxim/Dos Equis site.)
You have to definitely give Dos Equis props for figuring out a way to highlight the brand in a new and interesting way. Although, I really don't think they have anything to worry about. We call it Sunday Funday for a reason!