• April 23, 2009

Dos Equis beer has launched an "Expedition Cinco" tour of 14 key markets around the Cinco de Mayo holiday.

On-site promotions at the brand's accounts are being staffed by sampling teams featuring "Indiana Jones-like" leaders and brand ambassadors outfitted as "exotic tribal princesses." The teams are traveling in Dos Equis-branded six-wheel off-road vehicles.

Promotion items such as rigging carabineers and compasses will be distributed at the events. Consumers will have the opportunity to have their photos taken with the princesses in front of the adventure vehicle, and collect the photos online at ExpeditionCinco.com.

New York-based Mirrorball is the experiential marketing company behind the program.--Karlene Lukovitz