The Beer with Latin Vibe – that’s the new campaign tag of Latin spirit-flavoured beer, Desperados.
Spearheaded by Grammy-winning producer, Ovy On The Drums, known for shaping the sound of Latin music worldwide, the campaign aims to bring an electrifying fusion of music, culture and high-energy experiences to a new generation of drinkers.
The campaign is the first output under Desperados’ new positioning, which sees the brand target Gen Z and Gen Y audiences through a multitude of culturally relevant passion points. With this particular audience living in a world that is more overly rational than ever, the cross-channel approach has been inspired by the brand’s belief that a life constrained is a life unlived.
At the heart of the campaign is Guao Guao, an exclusive new track by Ovy On The Drums featuring Venezuelan rapper, Micro TDH. Inspired by the spontaneity and vibrancy of Latin culture, the song serves as a global anthem, encouraging drinkers to break free from the ordinary and embrace the unexpected.
With the global rise of Afrobeats and its fusion with international sounds, Nigeria’s dynamic music scene is a natural fit for the ‘Beer with a Latin Vibe’ movement. The campaign taps into this shared energy between Latin and African cultures, creating a bold new way for Nigerian consumers to experience Desperados.
However, as part of the campaign, Desperados has also launched the Global Desperados Dance Challenge, inviting fans and creators worldwide to showcase their best moves to Guao Guao. In Nigeria, local creators and dancers will bring their unique styles and energy to the challenge, fusing Latin rhythms with homegrown creativity.
The challenge, set to go viral across social media platforms, is designed to celebrate self-expression and push the boundaries of playful experimentation.
Speaking, Sampson Oloche, Portfolio Manager, Beyond Beer, said: “This campaign embodies the bold and adventurous spirit of Desperados. By blending the infectious energy of Latin music with the vibrant social culture of Nigeria, we are creating a movement that encourages people to embrace spontaneity, live freely, and celebrate in their own way.”
The ‘Beer with a Latin Vibe’ campaign will roll out across multiple consumer touch points, including the release of Guao Guao music video on YouTube, a custom AR Snap filter that lets fans interact with the track in a playful way, and engaging social media collaborations designed to bring the campaign’s vibrant energy to life.