WE ARE Pi presents a disruptive way to launch the brand's new identity and packaging refresh
Desperados, Heineken’s tequila flavoured beer brand, launched new global campaign that brings to life the brand’s iconic party spirit in a disruptive way to launch a new identity and packaging refresh. The campaign and branding are influenced by Desperados’ daring heritage that continues to push the boundaries of wild experimentation.
The ‘Tear It Up’ launch creates a fresh visual identity from ATL through labels, digital and POS material. Inspired by festival and club posters, ‘Tear It Up’ continues to position Desperados at the centre of the party. Layers of fly posters appear to be ripped and torn to create unique collages, expressing the individual characteristics of the different line extensions and party occasions. Multiple campaign and branding styles were created for each variant, allowing for market adaptation.
Diederik Vos, global brand director, Heineken says: “Our goal is to ignite the party spirit through wild experimentation and where better to start than with our own packaging. The ‘Tear It Up’ design is a bold new look that celebrates the creativity and spontaneity of the brand and fuels our belief that We Are The Party.”
Amsterdam-based creative agency WE ARE Pi, in collaboration with production partners NonStopCollective, developed the campaign across ATL and digital. The process entailed pasting up to 10 posters together, then shredding them each by hand to give create an authentic weathered look. Branding agency Pearlfisher brewed the product packaging refresh.
Barney Hobson, executive creative director at WE ARE Pi adds: “As an authentic party brand, Desperados like to do everything for real. It was a pleasure to work with such talented designers, make unique vibrant artwork and then tear it to shreds with our bare hands.”
The campaign and packaging support Desperados party positioning and commitment to moving the party scene forward through wild experimentation in products and experiences.
Alex Bennett Grant, CEO at WE ARE Pi says: “The world's preeminent party beer now looks the part more than ever."