Desperados: Sangre

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 new identity and packaging refresh. The campaign and branding are influenced by Desperados’ daring heritage that continues to push the boundaries of wild experimentation. Named “Tear It Up” the 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 adaption.