The Story of how Desperados shifted from beach beer to iconic party-starter, supporting 13% growth
TASK: Become Iconic in the eyes of Millennials Desperados came to us with a bold objective: To become the most iconic drink for the global Millennial generation.
PROBLEM: No Point of View Desperados’ brand purpose lacked a clear point of view and wasn’t able to cut through and resonate with the target who perceived it to be just another Mexican beach beer.
STRATEGY: Release Your Inner Tequila Our Millennial consumers are ‘Anticipators’; global urbanites live on the edge of identity defining experiences, but too often lack the mindset to live life to the fullest. Desperados was born a wild experiment of Beer+Tequila that ignites the party spirit in all of us.
CREATIVE IDEA: Inner Tequila Studios Desperados consumers want to experiences to share, not ads to block. So we developed Inner Tequila Studios: A fully integrated 360° brand platform serving as a global stage for bombastic wild experiments in in music. After six global brand acts supported by digitally-led TTL campaigns, we’ve solidified Desperado’s position as a party-starter and kept fans on the edge of anticipation.