Desperados: Guao Guao

The Challenge

Desperados needed to reinvent its 30-year-old legacy beer brand to engage Gen Z, moving away from traditional advertising to build authentic relevance with a younger demographic.

The Strategy

The campaign tapped into the global rise of Latin music to foster audience participation. By stepping away from traditional TV ads, the strategy focused on co-creating original music and deploying a diverse creator network to position the brand as a cultural symbol of spontaneity.

Execution and Innovation

At the core of the initiative was "Guao Guao," an original reggaeton track co-created with artists Ovy on the Drums and Micro TDH. The launch was amplified globally across TikTok, Spotify, PR, and live events by a network of 74 creators across music, fashion, dance, nightlife, and beauty, inviting fans to engage via dance challenges and digital experiences.

Results

The initiative successfully repositioned the legacy beer brand among younger audiences, generating over 79 million creator impressions worldwide.

Judges' Verdict

"A very strong campaign with a clear cultural insight."