Untouched since it was first introduced 22 years ago, Heineken’s Desperados sees a global, brand redesign roll out in the UK this March.
The new identity embodies the festivity, boldness and spontaneity of the brand, with its iconic agave symbol and bright brand colours dialled up to deliver increased visibility and stand out on shelves.
The bottle design changes will also result in an overall reduction of over 18,000 tons of CO2 (equivalent to the average annual CO2 emissions of 3,600 people globally1).
The reduction is part of HEINEKEN’s ‘Drop the C’ programme, which targets an 80% reduction in carbon emissions by 2030.2
The brand continues to go from strength to strength in the UK, with exceptional value growth of 31%3 MAT. This latest design evolution seeks to continue the brand growth, as well as enhancing visibility and range navigation, resulting in a significant increase in purchase intent to further help retailers.
“The new brand design reflects the festive personality, energy and distinctiveness, that embodies Desperados’ philosophy of “We Are The Party”, explains Izabela Glodek, Brand Director of Desperados, “As part of our wider sustainability plans, becoming more environmentally-friendly is something we strive for as a brand that always looks to rewrite the rules.”
The redesign is the first in a robust, multi-channel strategy for Desperados this year, with HEINEKEN UK set to invest £5m into the brand, enhancing visibility across the media by 50% compared with 2018. What’s more, Desperados will be looking to drive value into the Sunshine Lager segment this summer via a selection of exciting occasion-led activations, drawing on the brand’s DNA of “We Are The Party”.
1 Global Carbon Project / World Bank
2 Compared to 2008 base level