Heineken has recruited Heidi Klum to front an advert for the Dos Equis beer mark, which is set to sponser the supermodel’s annual Halloween party later this month.
Ahead of the celebrity event, of which Dos Equis is the ‘official beer partner’, Heineken has also extended its ‘Most Interesting Man in the World’ campaign. Actor Jonathan Goldsmith will attend the party dressed as the advertising character, which he has played for the Dos Equis brand on several occasions.
Heineken will also run a branded bar at the party, titled ‘Naked or Dressed’, which will serve the Mexican beer with additions such as a salt rim and lime. A video ad (below) featuring Klum has also been released encouraging consumers to “dress up” their Dos Equis.
The brewer has promised consumers “an inside look” at Klum’s annual event, with content set to be shared on Dos Equis’s social media channels.
“Halloween is one of the few nights of the year when people are encouraged to step outside of the ordinary, break free from the predictable and become someone a little more interesting,” said Heineken USA’s VP of brand marketing, Mexican imports, Matthew Saltzstein.
“That spirit has always been at the heart of The Most Interesting Man in the World, and bringing him to Heidi Klum Halloween gives us the perfect stage to invite fans to make the night their own.”
Also getting into the Halloween spirit is Garage Beer, which last month released limited-edition trading cards in the US. AB InBev is offering 24 consumers a trip to Dracula’s Castle in Romania with South African beer brand Flying Fish, while Pabst Brewing Co has released a limited-edition Slasher-themed pack in the US for its Pabst Blue Ribbon lager brand.
