XX Mexican Beer building on Culture!

Cinco de Mayo is around the corner. Being a very important national holiday that involves festivities and in many households surely a few beer, Dos Equis is embrancing the opportunity to further impregnate their brand. National Pride + Holiday + Fun = Dos Equis, or at least they are trying to convey this thought.

Here is the whole article:

Mexican beer brand Dos Equis yesterday launched Expedition Cinco, a mobile marketing tour featuring branded off-road vehicles and unique sampling teams. Inspired by the escapades of the brand’s “The Most Interesting Man in the World” campaign, for two weeks leading up to Cinco de Mayo, the tour will engage consumers in 14 local markets via sampling, promotions and on-premise activations.

“Cinco de Mayo is not only an important Mexican holiday, but [also] an important part of the Dos Equis Mexican heritage,” noted Paul Smailes, brand director, Dos Equis. “Expedition Cinco is an opportunity to bring to life the brand’s adventurous spirit, while creating an authentic and engaging mobile marketing experience for our consumers.”

Expedition Cinco Teams, which consist of an Indiana Jones-like leader and Dos Equis ambassadors dressed as exotic tribal princesses, will travel in branded Dos Equis six-wheeled adventure vehicles to various Dos Equis accounts in the targeted market. The brand ambassadors will distribute such items as rigging carabineers and compasses and provide on-premise sampling opportunities. Consumers can additionally have their pictures taken with the “tribal princesses” in accounts and in front of the adventure vehicles. Consumers can access their photos online at www.ExpeditionCinco.com.

Expedition Cinco will visit Atlanta; Austin, Texas; Chicago; Dallas; Denver; Houston; Los Angeles; New York; Orlando, Fla.; Phoenix; San Antonio; San Diego; San Francisco and Tampa Bay, Fla. New York-based Mirrorball is the experiential marketing company behind the program.

Source: progressivegrocer.com