The Davos Brands-owned Astral Tequila can’t seem to shake the Dos Equis marketing playbook. Since last year, it has attempted to extend the shelf life of actor Jonathan Goldsmith playing a suave gent of unrivalled accomplishments by signing the former Dos Equis “Most Interesting Man in the World” as its new pitchman in a very similar role, surrounded by beautiful woman or performing remarkable feats with ease.
Now, Astral seems to have loosely coopted another idea from Dos Equis with a spot in which Goldsmith’s character makes a slight adjustment to this year’s Cinco de Mayo festivitiesextending them an extra day with a new holiday, “Cuatro de Mayo.”
Similarly, Astral, though not changing the day, is trying to extend Cinco de Mayo. But Cuatro de Mayo (May 4) falls on a Friday this year, an already heavy bar day, so it’s not clear how much Astral can gain from the move. (May 4 is also synonymous with Star Wars, so there is a little bit of competition when it comes to unofficial holidays.)
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