Wednesday, May 1

Dos de Mayo?

Houston, we have a problem.

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

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