Marketing

Desperados, Ireland’s #1 Party Beer, introduces new visual identity

Desperados, the full-bodied beer with an edge of tequila, has changed its brand look and feel with a dynamic, visually striking identity. Inspired by the bottle, colours, name, taste and spontaneity of the product itself, the brand’s visual language has been turned upside down, states Desperado distributor Heineken Ireland.

The range has been expanded with an integrated campaign entitled ‘Way of the Desperados’ that embraces a new visual identity. This new visual identity and language can be seen across PR, social, digital and key outdoor locations.

Desperados will also be bringing the ‘Way of the Desperados’ to life into on-trade venues nationwide where fans will be given the opportunity to experience “a night like no other in true Desperados style”.

Having Desperados in the fridge of a nightclub or late-night venue gives consumers a more exciting choice, injecting energy and fun into the lager category in the on-trade, states Aisling O’Brien, Marketing Manager for Desperados at Heineken Ireland.

Desperados has solidified its position as the number one tequila-flavoured beer in the country, boasting 70% growth in the on-trade last year.

“Desperados is a unique brand that excites consumers and screams party,” she says , “This new creative brings this to life beautifully, injecting energy and boldness into the brand that consumers will be blown away by.

“‘Way of the Desperados’ is not only a campaign, it’s a philosophy that impacts everything that the brand says and does.”

Keep up to date with all things ‘Way of the Desperados’ at: Facebook.com/Desperados @Desperados_IE.

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