OVY ON THE DRUMS Brings Desperados' Latin Spirit to Life Through Music
Desperados - the beer flavoured with Latin spirit - announces the launch of a new global through the line campaign; The Beer with Latin Vibe, spearheaded by a partnership with globally-renowned and Latin Grammy award winning Colombian music artist, OVY ON THE DRUMS.
Ideated and developed in collaboration with creative agency LePub, with artist procurement and music supervision by MassiveMusic, the campaign is the first output under Desperados’ new positioning, which sees the brand target gen z and gen y audiences through a multitude of culturally-relevant passion points. With this particular audience living in a world that is more overly rational than ever, this cross-channel approach has been inspired by the brand’s belief that a life constrained is a life unlived. Aiming to encourage the spontaneity that consumers are seeking, the campaign draws upon the vibrancy of Latin culture to energise people to break free of constraints and enjoy life more freely.
Desperados has always been known for its unique fusions of beer with Latin spirits such as agave, cachaça, and rum. Inspired by the culture that fuels the product and the skyrocketing popularity of Latin music - which has impressively grown by 985% on Spotify over the past decade - Desperados has decided to embark on an exhilarating new chapter. In collaboration with some of the most renowned Latin talent, the brand today announces the release of a new track, 'GUAO GUAO.' The accompanying music video for 'GUAO GUAO' will serve as the hero campaign asset, representing a bold move away from traditional ATL advertising. This innovative approach allows Desperados to seamlessly blend music and culture, creating an unforgettable experience for the target audience.
Partnering with OVY ON THE DRUMS, and Venezuelan rapper MICRO TDH, the brand has drawn on the growing global influence across music, fashion, culture, and more, that has seen Latinity become synonymous worldwide with vibrancy, energy, and the ability to inspire high energy moments in the most unlikely of settings, to produce this new and catchy track. Ultimately aiming to bring this global audience together through the universal language of music.
The Beer with Latin Vibe will bring the energy of Latin America to over 30 markets across Europe and beyond, through a number of different consumer-facing touchpoints. It sees Desperados, for the first time, turn its marketing approach on its head and move towards a model that will see creators and collaborations take centre stage, alongside even more exciting partnerships as the brand continues authentically tapping into popular culture and infiltrating the consumption points of its key consumers. From the new track, which will live on Spotify, to out-of-home ads in major cities, to an AR Snap filter that allows customers to bop their heads along to the track in style, The Beer with Latin Vibe aims to elevate the ordinary for drinkers across the globe.
The multi-channel campaign will also mark the start of Avenida Desperados; a series of events taking over the streets in several European cities to transform them into Latin American party zones. Balconies, storefronts, and even alleyways will provide the setting for spontaneous experiences that hijack and elevate everyday moments in a celebration of Latin culture and all it has to offer.
Ligia Patrocinio, global head of Desperados comments, “This innovative campaign marks the start of an exciting new chapter for the Desperados brand. By recognising the passion points of our gen z and gen y audience, we have been able to tap into the culture they care about and create a suite of assets that will seamlessly engage with them in their day-to-day lives.”
Latin spirit is an integral part of our brand identity and central to how we communicate with our consumers. Partnering with Latin Grammy award winner OVY ON THE DRUMS and MICRO TDH is the perfect way to authentically bring the good vibes Latin music so boldly embodies to a global audience.”
Mihnea Gheorghiu, global chief creative officer LePub Milano, added, "Latin vibe doesn’t need long introductions or explanations - it’s immediate, magnetic, and undeniable. The moment you encounter it, you can feel its pulse; it wraps around you and before you even realise it, you’re fully immersed. That’s the true beauty of this campaign and the message that Desperados wanted to bring: its power is captivating and draws you in effortlessly."
"It’s been my aim for years to bring Latin music to more audiences, so partnering with Desperados as its artistic director to supercharge this has been a dream,” said OVY ON THE DRUMS.
“I worked closely with my friend MICRO TDH to bring the perfect vibe and catchy lyrics to the track ‘GUAO GUAO’, which encompasses everything Desperados’ new campaign stands for. The track has such a great feeling - it’s got a timeless sound that globally transcends the Latin Vibe into all cultures all over the world.”
Anjali Nazarenko, brand activation director at MassiveMusic, says, “This artist collaboration is all about bringing Desperados’ Latin spirit to life through music. It’s been fantastic to partner with OVY ON THE DRUMS and MICRO TDH for this campaign, and to create a track that amplifies Desperados’ daring and festive spirit. This collaboration not only celebrates Latin creativity but also positions Desperados at the forefront of the Latin music scene.”
