Cinco de Mayo is most likely the most celebrated non-U.S. holiday in America (and probably the most misunderstood). No wonder marketers pull out all of the stops to capture consumers’ attention as they celebrate the neighbor to the south.
On the Border Mexican Grill & Cantina began its “Countdown to Cinco de Mayo” nearly a month ago on April 7. Every Thursday between then and May 5, the restaurant chain has been offering $3 draft beer specials and $5 bar bites. On Cinco de Mayo, the company will be offering $5 Grande House Margaritas.
“Cinco is the biggest party of the year at On The Border, and we like to say that we really own it,” said On the Boarder Chief Marketing Officer Edithann Ramey, in a statement. “We pride ourselves on making people feel special by bringing them in and having this big fiesta to celebrate the Mexican heritage.”
Meanwhile, Pepsico’s Tostitos chip brand is bringing together actor Danny Trejo and music star Sofia Reyes in a commercial that has them offering up Fiesta Remixes, such as a queso fountain and an ice sculpture of Trejo. The brand is also launching a TikTok version of “Mexican Bingo,” challenging consumers to complete nine challenges such as impersonating Trejo, using a cheesy pick-up line or come up with fiesta-themed wordplay. Entrants completing a challenge and using the hashtag #TostitosFiestaRemix will be entered to win a Tostitos party pack.
Even brands without a natural connection to Cinco de Mayo are getting in on the act. 7-11 is introducing a Mini Spicy Breakfast Empanada. In perhaps the biggest stretch, Asian quick-serve chain Pei Wei is adding Mongolian Chicken Nachos, featuring ground chicken, Sriracha mayo, cilantro and onions, to its menu for a limited time.
As party holidays go, Cinco de Mayo may be second only to St. Patrick’s Day. Understandably, tequila and other Mexican-themed libations brands are using the celebration to get people in – and drinking – the right spirit. Knowing its brand plays a large part in bartender stress on Cinco de Mayo, Jose Cuervo is giving random consumers $10 with which they can tip their favorite mixologists. Consumers can enter the “Tip it forward” contest by entering their email through the brand’s website. Cuervo will also donate up to $100,000 to Another Round Another Rally, which provides scholarships to hospitality workers.
Not to be outdone, small-batch tequila brand Teremana is bringing back its “Guac on The Rock” promotion in which Dwayne “The Rock” Johnson agrees to reimburse consumers (up to $1 million) who purchase guacamole along with a Teremana cocktail. The promo is meant to encourage dining out and hopefully increase tips for restaurant workers. Super-premium brand Patron, on the other hand, is teaming with streetwear designer John Geiger for a limited-edition sneaker, inspired by the agave plant from which tequila is made.
Though guacamole will be a bigger seller on May 5, Avocados from Mexico is leaning toward the party direction, unveiling a recipe for a “Guactail.” The drink, created in conjunction with food and wine expert Antoni Porowski, is a spin on the daiquiri, using avocados as one of the main ingredients and garnish suggestions ranging from avocado Frites to jalapeno poppers.
MolsonCoors seltzer brand Topo Chico s going in a decidedly opposite direction, launching a new campaign, poking holes in the over-the-top celebrations Cinco de Mayo has become known for. In a new commercial, three patrons walk into a bar, two of them order margaritas loaded with garnishes and adornments. The third orders a margarita-flavored Topo Chico hard seltzer, showing that simplicity can be better. The brand has also launched a Cinco de Mayo “Swap Shop,” where consumers can bring their outmoded tchotchkes (fake mustaches, shot glasses and other items) to exchange for Topo Chico products.
