Having been recently acquired by Heineken, Desperados announced a change of pace in its branding by “bringing the brand to life”, resulting in the appointment of Space and AnalogFolk agencies to be in charge of the creative force that will be the main pillar of refreshing the brand’s look in 2012. The two agencies are bound to develop a platform that is intended to connect the original tequila-flavored lager lovers by encouraging them to share their experiences. For extending its target audience, Desperados will also be the sponsor of three major UK music and sports festival, a national off-trade support and a large-scale on-trade experiential and sampling campaign.

“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,” says Jason Wills, Senior Brand Manager, Desperados and Tiger at Heineken UK.

The three UK festivals where Desperados will host its own stage:

• Parklife Weekender in Manchester (9^th – 10^th June)
• Relentless Boardmasters in Newquay (10^th – 11^th August)
• Relentless Freeze in Battersea, London (26^th – 27^th October).

The on-trade related activity will help boost brand’s sales by featuring live performances in up to 400 selected pubs, clubs and bars, the whole deal being backed up by Desperados merchandise and Desperados art installations developed for large canvases.

“This year we plan to deliver an unforgettable Desperados experience at three key festivals. Desperados has been an unprecedented success over the past few years and is one of the fastest-growing premium packaged lagers in the UK. Our goal is to make 2012 the best year yet for the brand. 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, ” says David Atkinson, Managing Partner at Space.

AnalogFolk agency will be in charge of leveraging the Desperados experience through a digital and social media campaign primarily via Facebook and Twitter. The campaign will also include a brand new website for sharing Desperados-related content from parties to events, as well as a short play film developed by Dufresne Corrigan Scarlett, Desperados global creative agency. No doubt that Heineken has decided to infuse some life into Desperados brand, making it interesting for us to wait for the outcome of this deal.