Desperados

Desperados

Integrated Campaign

Client:

Heineken

Ambition

Recruit millennials to the beer market, establishing the new ‘SPEERS’ category.

Solution

During our 8-year journey, we successfully wove music into the brand’s DNA and firmly established Desperados as a ‘party beer’ with our trendsetting
18-24yr old target audience.

We launched through the on-trade with distribution, sampling and the creation of hero outlets, which came to life through bespoke, permanent POS and brand experiences.

Our on-trade activations were complemented by an influencer and product placement strategy, designed to get Desperados in the hands of the right people to connect with our audience.

Thanks to a series of unique live brand experiences at urban music festivals, including ‘In Every Sense’ – an innovative world-first experience of spectroscopy – and the award winning, ‘Detonate’, music is now synonymous with the brand.

We launched into the off-trade once audience demand had been created, with a value added (non-discount) strategy including promotions, sampling and shopper campaigns.


Results

Created the high margin, high growth SPEERS category

Became a top 10 selling premium beer

Became the fastest growing beer brand in the UK

Established a 60% price premium vs. beer

Reached 100% prompted awareness and 80% ever tried amongst its target audience

Awards

Best Brand Experience at a Festival – Event Awards

Nominated for Product launch of the Year at the Marketing Society Awards

More work