Dos Equis® Unmasks More Interesting Side with Launch of Ultimate Masquerade Dos Equis brings a new twist to the season by helping fans embrace their more interesting side with a series of Masquerade-themed celebrations and contests

WHITE PLAINS, N.Y., Oct. 3, 2013 /PRNewswire/ -- This fall, Dos Equis® is donning its own mask and helping fans 21 and older embrace their alter egos with the launch of the Ultimate Masquerade. Starting today, Dos Equis will kick off the fall with a series of incredible events, a nationwide contest and masquerade-themed elements – all designed to help people unmask their more interesting side in a way only Dos Equis can.

(Photo: http://photos.prnewswire.com/prnh/20131003/NY91030 )

Dos Equis will showcase its own mask with two brand new bottle label designs for its Lager and Ambar brews. Each pack and bottle will feature a graphic designed by artist Hydro 74, and are only available while supplies last.

Dos Equis will also give fans 21 and older a chance to celebrate with the Ultimate Masquerade contest, which will send four grand prize winners on an all-expense paid trip for two to Miami to meet and greet with the Most Interesting Man in the World, and take part in the campaign's culminating celebration on South Beach. Fans 21 and older can enter by visiting www.DosEquis.com/Masquerade, where they can enter special codes found via the new limited edition bottles and packs.

"Discovery and adventure are crucial parts of everything we do, and we're excited to help fans don their own mask with the Ultimate Masquerade," said Gwendolyn Boyce, Brand Director for Dos Equis. "As the celebrations heat up, we're excited to give people another chance to add a little interesting to their lives, courtesy of Dos Equis."

As part of the Ultimate Masquerade, the Most Interesting Man in the World will be featured in a campaign-themed commercial, as well as four additional videos slated to run digitally through November. The 15 second spots feature the icon offering his take on a variety of seasonal happenings, such as Masquerade Parties: "If the only thing that comes off during the unmasking hour is the mask, you've done something wrong."

Fans are encouraged to post photos and updates on Facebook, Instagram and Twitter of their own Masquerade parties and bottles using hashtag #DosEquis. For the most up to date information on the Ultimate Masquerade or Dos Equis overall, visit www.DosEquis.com/Masquerade or Facebook.com/DosEquis.

About HEINEKEN USA:
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

Contact Information 
Dave Brigandi, Edelman  
(212) 704-8177  
David.Brigandi@edelman.com

Bjorn Trowery, Edelman  
(212) 704-4556  
Bjorn.Trowery@edelman.com

SOURCE Dos Equis



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