The 2013 Dos Equis Masquerade was the third year for this successful program. We worked with artist Hydro74 to design limited edition bottle labels, secondary packaging, and masks for consumers to wear at on-premise events.
Each bottle label included a unique code, and each one that people entered online was a new chance to attend the official Masquerade party in Miami. In bars, consumers were encouraged to celebrate with our unique masks and post pictures of it to Instagram for additional chances to win.
In the end, we got about 50,000 sweepstakes entries, increased sales by nearly 20%, and Dos Equis once again staked its claim on Halloween.
OFF-PREMISE
Promotional Bottle Labels
Coaster (front)
Coaster series (back)
In-Store Ad
In-Store Case Stacker
Promo Packaging 12pks
Display Setup in L.A.
ON-PREMISE
On-Premise Poster (w/ Instagram sweeps entry)
In-Bar Table Tent
Consumer Mask 1 of 6 (front)
Consumer Mask 1 of 6 (back)
MASQUERADE EVENT
Exotic Foods
Exotic Foods
Living Art Photo Area
Dance Floor w/ LED Wristbands