Desperados

Guao Guao

The challenge

Desperados had lost its swag

As a 30 year old drinks brand, they simply weren’t on Gen Z’s radar.

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Latin culture, on the other hand, had undeniable heat - and Gen Z felt it. There was a genuine affinity and energy around it. So the brand needed a cultural moment that would truly resonate with a younger audience: something rooted in Latin culture, rich in vibe, and impossible to ignore.

Sense the

Opportunity

Gen Z aspire to unlock the shackles of rationality and perceived social judgement which is so prevalent in the world they live in.

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Bound by reason, our audience is inhibited from letting loose because society prioritises reason above all as a means for success.

49% of young people value knowing what’s going on around them

& being in control.

The Beer with Latin Vibe

Shape the Concept

Gen Z live vicariously through creators who embody that “letting loose” energy - so we built a squad who truly live it. We united music makers, style icons and party starters to show how Desperados transforms the ordinary into moments of heat and refreshment.

Our Latin vibe showed up everywhere, from commissioning the reggaeton “GUAO GUAO” track and music video to collaborating with creators who don’t just join the party - they start it.

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Scale the impact

An infectious moment

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Our content ecosystem, powered by 74 global creators dared consumers to let loose and vibe by creating an online movement with a distinct Latin soul.

“By adopting a long-term creative platform and collaborating with artists and influencers, Desperados created culturally relevant content that boosted engagement and delivered real commercial impact.”