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Dos Equis: Turning a “Cinco de Lemma” Into an Opportunity with Dos de Mayo

With Cinco de Mayo falling on Sunday, the least appealing day for a celebration of this magnitude, Dos Equis flipped the script and gave fans the party they deserved with a 360 PR-campaign that moved the holiday back three days to May 2, or “Dos de Mayo.”

The campaign resulted in true engagement: Dos Equis was crowned “Twitter’s most talked about beer brand during Cinco de Mayo” (Expion research), millions of PR impressions were generated and sales spiked according to Nielsen, which showed a 12.4 percent jump for the brand in retail channels vs. 2012 without the campaign.

Dos Equis

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