Desperados
Release Your Inner Tequila
2016/17
[Commercial work]
Release Your Inner Tequila
2016/17
[Commercial work]
A new positioning for the brand that thinks mixing tequila and beer is a good idea.
Desperados were faced with an image problem: everyone saw it as a ‘sunset beer’.
Yet their rival brand – Corona – already had that market space locked down. And in reality, Desperados is a cheap concoction of beer and tequila (and everybody knows tequila isn’t exactly a ‘chill-by-the-pool’ kinda liquor).
We crafted a new global positioning: ‘release your inner tequila’ – an alter ego to your more conventional beer self – and kicked off with a surreal schizophrenic print campaign, shot by Jason Nocito.
Agency ︎︎︎ WE ARE Pi
Creative ︎︎︎ Tom Bird, Tom Biddulph
Creative Director ︎︎︎ Nessim Higson
Account Handler ︎︎︎ Sam Speed
Producer ︎︎︎ Julia Llamas, Ekaterina Golovkina
Stylist / Makeup ︎︎︎ Sandra Govers
Production Company ︎︎︎ DS Reps (LA)
Photographer ︎︎︎ Jason Nocito
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Desperados were faced with an image problem: everyone saw it as a ‘sunset beer’.
Yet their rival brand – Corona – already had that market space locked down. And in reality, Desperados is a cheap concoction of beer and tequila (and everybody knows tequila isn’t exactly a ‘chill-by-the-pool’ kinda liquor).
We crafted a new global positioning: ‘release your inner tequila’ – an alter ego to your more conventional beer self – and kicked off with a surreal schizophrenic print campaign, shot by Jason Nocito.
Agency ︎︎︎ WE ARE Pi
Creative ︎︎︎ Tom Bird, Tom Biddulph
Creative Director ︎︎︎ Nessim Higson
Account Handler ︎︎︎ Sam Speed
Producer ︎︎︎ Julia Llamas, Ekaterina Golovkina
Stylist / Makeup ︎︎︎ Sandra Govers
Production Company ︎︎︎ DS Reps (LA)
Photographer ︎︎︎ Jason Nocito