Untouched since its introduction 22 years ago, Desperados is rolling out a new, global brand redesign in the UK from March 2019.
Embodying the brand’s festivity, boldness and spontaneity, the new identity dials up the presence of its iconic agave symbol and bright brand colours to increase visibility and stand out in fridges, for both high and low tempo occasions alike.
What’s more, the bottle re-design will result in an overall reduction of over 18,000 tonnes of CO2 (equivalent to the average annual CO2 emission of 3,600 people globally[1]). This reduction is part of HEINEKEN’s ‘Drop the C’ programme, which targets an 80% reduction in carbon emissions by 2030[2].
One in four sunshine lagers sold is a Desperados[3] and the brand continues to go from strength to strength in the UK, selling at a 2% premium to other sunshine lagers[4] and now the fourth biggest packaged lager[5]. This latest design evolution seeks to further this growth and enhance visibility and range navigation – resulting in a significant increase in purchase intent to help licensees.
Izabela Glodek, Brand Director of Desperados, comments: “The new brand design reflects the festive personality, energy and distinctiveness that embodies Desperados’ philosophy of “We Are The Party. As part of our wider sustainability plans, becoming more environmentally-friendly is something we strive for as a brand that always look to re-write the rules.”
The re-design is the first in a robust, multi-channel strategy for Desperados this year, with HEINEKEN UK set to invest £5M into the brand, enhancing visibility across the media by 50% compared with 2018. What’s more, Desperados will be looking to drive value into the Sunshine Lager segment this summer via a selection of exciting, occasion-led activations, drawing on the brand’s DNA of “We Are The Party”.
[1] Global Carbon Project / World Bank
[2] Compared to 2008 base level
[3] CGA Strategy 52 w/e 11/08/2018
[4] CGA Strategy 52 w/e 11/08/2018
[5] CGA Strategy 52 w/e 11/08/2018
