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HEINEKEN : DESPERADOS reveals new global creative strategy and integrated campaign

03/24/2015 | 05:14am US/Eastern

24-03-2015 | 10:02

Amsterdam, 24 March 2015 - Desperados® today launches 'Way of the Desperados', a new global creative strategy for the tequila flavoured beer brand. Desperados has a unique ability to shake up traditions in the beer market and this campaign has been devised to position Desperados as the most iconic lifestyle brand for the global millennial generation.

This new creative strategy is built around the concept of unconventional people feeling comfortable in their own skin and living life to the full - a notion which will resonate with the Desperados target consumer. The campaign's distinctive graphics are inspired by Desperados' bold and colourful visual identity, combined with the typographic influence of punk-band posters and block-party fliers. The street-style images for the campaign are photographed by Cheryl Dunn, whose work is influenced by alternative urban and youth culture. The overall campaign celebrates the confidence, effortless attitude and spirit of playfulness which epitomises the brand and its drinkers.

The global integrated campaign is comprised of print, out-of-home, TV and digital activity, tapping into the multi-channel approach to media consumption of the Desperados consumer. It includes 15-second films for TV and online channels, bringing the campaign to life through scenarios such as stunt riding and live DJ'ing, encouraging viewers to live by their own rules and embrace the 'Way of the Desperados'. The videos can be viewed here.

The online activation of the campaign will include a dedicated platform (, which will feature shareable GIFs and animations created by talented designers and artists. This online library of assets will build over time as the campaign develops and will also be used across the brand's social media channels .

Desperados Global Brand Director, Claudia Calori, says: "Desperados is a unique brand, positioned between beer and spirits, combining the conviviality and positivity of beer with the colourful imagery of tequila. We have partnered with Wieden+Kennedy Amsterdam to start from this product truth and elevate Desperados to become a lifestyle brand, to have the brand express an unconventional, daring, positive outlook on life that can resonate with the values and needs of young adults. 'Way of the Desperados' is not only a campaign, it is a philosophy, it is a visual language, and it is a tone of voice that impacts everything that the brand says or does. We celebrate the people who make and live by their own rules, and inspire others to do the same."

Way of the Desperados launches in the United Kingdom from today, with a continued roll out in the coming week in Europe, including Spain, Germany, Poland, Switzerland, Ireland and Austria. Later this year the campaign will also launch in the United States and Brazil. Fans can watch the campaign's five films now on Desperados' YouTube-channel and explore the online platform at

- ENDS -

Press Enquiries
Christine van Waveren, Heineken International
Tel : +31 (0) 20 5239 355 /

About Desperados
Born in 1995 in France from the entrepreneurial spirit of innovative brasseurs, Desperados has since then been the one and only original Tequila Flavoured beer - pioneering the spirit beer category and delighting young adults who would otherwise not be attracted by traditional lagers. Thanks to the universal appeal of its proposition, Desperados has today the second biggest footprint after Heineken®: in 2014 Desperados was available in 84 countries.

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ 81,000 people and operate more than 160 breweries in 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the NYSE Euronext in Amsterdam. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY) and follow us via @HEINEKENCorp.

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