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Dos de Mayo Trumps Cinco de Mayo

04/08/2013

The-Most-Interesting-Man-in-the-WorldWhat do you do if your brand’s product benefits from a holiday but that holiday falls on a day that’s not conducive to sales?

If you said ‘reduce forecasts’ you’re thinking like an accountant.

But if you said ‘change the date of the holiday’ you’re thinking like a merchant.

Not that merchants are all that smart or even smarter than accountants. I can assure having worked with merchants most of my career they are not always the brightest bulbs in the chandelier.

Dos Equis wants you celebrate Dos de Mayo with “The Most Interesting Man in the World” on May 2 instead of Cinco de Mayo, which falls on Sunday this year.

Since Sunday does not work for “The Most Interesting Man in the World” he wants you to “mobilize our friends, your co-workers, your mistresses, your neighbors, everyone” and celebrate Dos de Mayo on Thursday, May 2 this year.

In reality Sunday doesn’t work for the Heineken USA brand Dos Equis as many states have limited or no sales of alcohol on Sundays.

The solution? Make your own holiday. Time will tell if the stunt will work for Dos Equis but certainly it has caused enough pre-holiday buzz to get my attention.

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