It's Cinco de Mayo and you know what that means: It's a marketers dream, one of few times all year it's still O.K. to promote alcohol use as a fun and festive occasion.
That's a tricky thing to do.
Not surprisingly, the geniuses behind Dos Equis' brilliant "The Most Interesting Man in the World," campaign have won the day with an ad that reinforces the brand more than the product.
"Don't rush into cinco," our man says, before pausing for effect while glancing at his tablemates. "Start with dos."
Simple and effective.
It uses an event that has become a day to celebrate Mexican heritage and pride (and no, it is not Mexico's Independence day no matter what most think) into one that helps celebrate the Dos Equis brand.
That's a winning marketing move.