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All Brand promotes Dos Equis "EXXperience." (beer advertising)

All Brand promotes Dos Equis "EXXperience"

A new consumer promotion campaign is being introduced in 1990 for Dos Equis, Mexico's premium amber beer. "EXXperience Dos Equis" is the signature statement for the campaign and it will be utilized in all consumer promotion materials and point-of-sale materials throughout the year.

"With EXXperience Dos Equis, we believe we have an extremely motivating and impactful statement that will place the brand at the top of consumers' import list," said Steve Hauser, marketing director, All Brand Importers. "The XX symbol, incorporated into the word `Experience,' gives the brand a preemptive signature that broadens its acceptance as a mainstream import."

According to Hauser, research has demonstrated that when Americans are asked what type of food is best served with beer, Mexican food has been first on the list. And, Hauser continued, while this has long been the cornerstone of the Dos Equis volume in the U.S., the situation has limited the brand's opportunities in recent years.

"Dos Equis' greatest strength is its established on-premise business in Mexican restaurants," Hauser explained. "Over the years, All Brand's strategic intent has been consistent; to position the brand as a mainstream import."

Under the "EXXperience Dos Equis" banner, All Brand will offer distributors and retailers a full range of point-of-sale material and consumer promotions. In addition to support for the key Mexican holidays of Cinco De Mayo and Mexican Independence Day, a full year of flow material depicting Dos Equis in typical import beer usage situations will be available. The program was developed in conjunction with Promotional Innovations, Inc., a Stamford, CT-based marketing company.

PHOTO : EXXPERIENCE DOS EQUIS NEW MATERIAL - A full year's support material under the "EXXperience Dos Equis" umbrella theme is being made available to distributors nationwide. Casecards depicting three unique settings for Dos Equis began shipping in January.
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Publication:Modern Brewery Age
Date:Feb 12, 1990
Previous Article:G. Heileman to put breweries on block.
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