Dos de Mayo?
One of the biggest drinking occasions of the year, Cinco de Mayo, falls on a Sunday this year which is generally not one of the biggest drinking days of the week. While on the surface that may not seem like a big deal, if you are a brand that relies on certain holidays to drive your business, it could be devastating to your sales.
Like Dos Equis for example.
What's a brand to do with a problem like this?
Move the holiday!
This year, the brand Dos Equis is encouraging us to celebrate Dos De Mayo instead, which is on a Thursday ... indeed one of the biggest drinking days of the week for one of the biggest drinking holidays of the year.
Brilliant. And a nice tie to the brand name as well.
Here's a video promoting it. Cheers!
"Mobilize your friends!" What's your experience? Jim.
Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur