Desperados, the tequila flavoured beer owned by Heineken, has planned to host a series on unusual parties in a campaign by Naked which looks to challenge the usual branded events.
Forming part of the ‘Party better, Party different’ ethos of Desperados, the series of parties are set to take place in London, Warsaw and Milan: with the London event happening tomorrow, 17 October.
Claudia Calori, global brand director for Desperados, said: “Party is a key occasion for us; at the same time many brands want to play within the party territory without a clear and ownable voice. We partnered with Naked and we have turned the concept of “cool branded parties” upside down by putting people, and not the brand, at the centre of a unique experience. We want to create challenging journeys that can leave a mark on people’s memories as they will have done something totally unexpected. But only people who have a party instinct will take the most out of it.”
The party instinct campaign in London will see partygoers try to unlock levels and experiences, while Warsaw will twist people’s perception of time and not allow party goers to have access to their phone for the entire event and finally Milan will invite the partygoers to explore a purpose built multi-roomed hotel.
“Desperados is an iconic brand and as such needs iconic work. Our response to the brief was not simply to put on more parties. They are conceptual events that will challenge the traditional norms of the category and create a powerful and ownable platform for the brand moving forward” said Alex Conaway, managing director at Naked.
Naked was appointed to the global through the line business in March of this year following a competitive pitch.