As the global lead creative partner for Desperados, Heineken's largest and fastest growing beer for young millennials, we re-ignited the brand by repositioning it into a new consumer usage and social occasion. We moved Desperados away from a brand associated with 'chilling by the beach' towards 'charging up for a exciting and wild night out', creating an ownable space in the category unique as the blend of beer and tequila itself. We brought this to life through wild experiments in music that kick-off party moments when consumers dare to 'Release Their Inner Tequila'. From this strategy came a fully integrated brand platform, Inner Tequila Studios, a global stage for musical experiments. Our wild experiments extend into all media channels; internal, external, sales and the product itself.
Click on our music experiments below to explore each project.