Heineken has tasked We Are Pi with bolstering the positioning of its tequila-flavoured Desperados beer among younger drinkers.
The agency will serve as the beer’s lead global communications agency, responsible for crafting digital interactive experiences and social activations. We Are Pi replaces Wieden & Kennedy, which had overseen the brand worldwide from its Amsterdam officesince 2010.
Walter Drenth, senior global director of international brands at Heineken, said: “Desperados is a beer born with tequila – this unique proposition defines the brand’s challenging attitude. We were looking for a fresh creative partner with profound understanding of our target audience and the bold attitude which the brand deserves. We are convinced We Are Pi’s approach makes it a perfect fit with our brand philosophy.”
The appointment comes just days after the brewer announced it will no longer sell Desperados in the US, marking the end of a failed experiment it launched in 2014. Desperados, which is sold in 85 markets, has proven a hit in markets like Latin America and Asia.