Desperados targets students with break dance-themed university tour

Desperados, the tequila-based lager brand from Heineken, is targeting students with a break dance-themed experiential tour of University cities.

Running for five weeks, the roadshow, created by brand experience agency Because, comprises of a mix of on and off-trade activations targeting the 18-24 year old market.

On-trade activity sees 11 hit squads of professional break dancers and brand ambassadors visiting bars and nightclubs across the UK on Friday and Saturday nights to perform and teach people new moves and distribute samples amongst the watching crowds.

Off-trade sales will be supported by a Desperados branded A-Team style van, which opens to blast a bespoke playlist. Trials of the new Verde range and 150ml bottle of Desperados as well as coupons will be distributed during the events at Student Unions during Freshers’ Weeks and at key city centre locations in the weeks to come.

Emma Browne, account director at Because, said these “new and unexpected experiences are at the heart of Desperados’ marketing strategy”. She added: “We’ve combined all the essential ingredients of a stand-out party; attention-grabbing break dancing, upbeat music and refreshing Desperados samples.”

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