Heineken lager, Desperados, takes festival spirit to Tesco with brand experience

Desperados promotion at Tesco

Desperados promotion at Tesco

Desperados, the Heineken-owned premium packaged lager, has brought the music festival experience to shoppers with a unique live brand experience.

Shoppers at Tesco last week were given the chance to win tickets to music festivals, virtually crowd surf and sample Desperados in an experiential campaign created by Arc London.

The UK’s leading tequila-flavoured beer was promoted in specially selected stores to target festival-goers around Creamfields, Reading and Leeds Festivals and a dedicated team was styled in rock festival gear to bring the experience to life.

The promotional stand included a ‘crowd surfing’ wall illustrated with the hands and arms of masses of festival-goers. Consumers were invited to have their photo taken while virtually ‘crowd surfing’, allowing them to experience that festival feeling with Desperados and share it with friends online.

Music tracks from a specially chosen Desperados playlist echoed from the stand where shoppers were able to enter a competition to win festival tickets.

Craig Clarkson, category and trade marketing director –  off trade at Heineken, said: “We are constantly seeking ways to excite and engage with new audiences and Arc London has designed a campaign to interact with consumers at the point of purchase that is in keeping with Desperados’ unique brand style and personality. Integrating the festival theme into the experiential activation ensures audiences get to join in the party, wherever they are.”

Will Glynn-Jones, Arc London’s head of experiential, said: “It’s fantastic to work with a brand with such a strong identity as Desperados. Bringing the festival theme to life at front of store through live brand experience enables us to speak directly to consumers in a relevant and memorable way, and enable fans to take the Desperados experience and lifestyle home with them.”