Heineken is launching a major summer push for the Desperados brand, including activity at UK music and sports festivals, as well as a national experiential and sampling campaign.
Following this weekend’s launch at the Parklife Weekender in Manchester, the brand will sponsor sections of Relentless Boardmasters in Newquay in August as well as Relentless Freeze in Battersea, London in October.
Agency Space has worked with Clash, the music title, and Vice magazine, as well as festival promoters, to curate a line-up for the events, blending established and emerging acts designed to appeal to the brand’s target market. There will also be unique music performances at the festivals.
On-trade activity will feature live performances in up to 400 selected pubs, clubs and bars. In addition, there will be a focus on visibility and branding, with premium Desperados merchandise and inventory installed into participating outlets.
All activity will be supported by Desperados art installations, being developed for large canvas in outlets with appropriate space.
AnalogFolk, Desperados’ global digital marketing agency, will devise a digital and social media campaign aimed at the target audience of 18- to 24-year-olds, as well as build a new website.
Senior brand manager for Desperados and Tiger at Heineken UK Jason Wills said: “As a team, we continuously seek to stretch engagement with our Desperados audience through amazing real world experiences and then share those experiences with the widest possible audience within our target group. Space and AnalogFolk have created a very exciting plan for 2012, which will meet our objectives and drive the Desperados brand to another level.”
Space managing partner David Atkinson added: “We have heightened our ambitions and expectations and believe that Desperados’ relationship with its young urban drinkers will deepen as a result of these immersive and engaging experiences.”
