Ignite your Latin Vibe
Background
Desperados. Everyone knows this summery beer, but the essence of the brand has diluted over the past few years due to various one-off campaigns and activations. Desperados Global has repositioned the brand with a sharpened creative platform. Through a pitch, they asked the crème de la crème of the Dutch agency scene how they would roll this out. Megawatt painted the new playing field in such a way (both inside and outside the lines) that we walked away with the win.
Approach
With the ambition of becoming the number one party drink for Gen Z and Gen Y, our goal was to make the ‘Latin Vibe’ of Desperados palpable across multiple touchpoints. Our 360º approach was vital in this. We kicked off with a unique pre-campaign, where you could win last-minute free tickets by joining the Latin Crew, launching the social campaign.
At the festival, Pinkpop, the Desperados Bodega was brought to life. The brightly coloured mini night shop stood in a strategic yet unexpected location. A supermarket at a festival, exuding unmistakably edgy Latin vibes and surprise rush parties? Not only were there lively queues at the entrance, but it also became a true hub of spontaneity and freedom. Perfectly on brand for Desperados.
Result
We executed a social pre-campaign, a PR stunt in collaboration with media partner Young Capital, an owned activation (the Desperados Bodega), an owned stage (the place to host a Latin street party), and a co-branded stage. There were energetic pop-up parties, both on-site and off-site, courtesy of the Latin Party Crew. Finally, influencers jumped on board everywhere, consistently creating branded content. The Latin Vibe was truly everywhere!
Let's work together
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