Amigos Tequila Flavoured Beer has revealed the latest stage in its defiant campaign to breathe originality in to everyday events. So, whilst Halloween is an event that has grown in significance over recent years, Amigos is flying in the face of convention and is instead promoting the Aztec Festival, Day of the Dead.
The Amigos Day of the Dead campaign is the latest part of a seven figure investment plan, designed to challenge the norm. Earlier this year, the tequila flavoured beer announced its sponsorship of the Ginetta GT4 Supercup which is broadcast live over 10 weekends on national television.
Two weeks ago, at the final round of the season, Amigos revealed it’s rebellious nature once again as the brand commissioned leading street artist, Paul Barber to spray paint their Ginetta G55, transforming the 160mph car in to the world’s fastest work of art live in front of 42,000 fans and an audience of over 1m live on ITV4. Emblazoned with a burning skull and the brand’s iconic logo, the car stormed to victory and was the talk of the paddock throughout the weekend.
The brand has taken a similar approach to its own packaging as the traditional four-pack featuring the Amigos logo and associated imagery has literally been torn in half, replaced with a unique design in which deathly, hollow skulls stare out from supermarket shelves.
Simon Green, marketing director at Global Brands, said: “The pack was launched as a ‘challenge to the monotony of ubiquitous beer packaging’ as well as the first stage in the revelation of Amigos’ new look for 2016. The pack also offers consumers the chance to win exclusive art skulls designed by leading graffiti artists from across the UK.”
Green continued: “Amigos has long promoted undiscovered street artists and music festivals and promises that this theme will again be celebrated in its latest challenge on convention. In the build up to the main event, the brand will host Day of the Dead parties at six universities at which it is a condition of entry that all party goers must contribute to the creation of artistic tributes to the centuries old celebration of life.”
Events will culminate in what is being labelled ‘the ultimate Day of the Dead party’ at the celebrated canal side venue, Number 90, Hackney Wick. Revellers are told that ‘ghosts will whisper music into your ears throughout the night’ and are asked simply to ‘welcome them joyfully’. Four of those ghosts have been announced as DJs Martinez, John Dimas, Marc Schneider & Greg Brockmann and tickets are already close to selling out.
Combining this acclaimed line-up with live art and the brand’s pledge to offer ‘a genuine cultural celebration for those who are fed up of the Americanisation of global society’ and you can expect a party like no other.