Untouched since it launched in the 90’s, Heineken’s Desperados is having a global, brand redesign. The new ID embodies Desperados’ festivity, boldness and spontaneity, giving its iconic agave symbol and brand colours increased visibility and standout. The bottle design changes will also achieve a reduction of over 18,000 tons of CO2, part of HEINEKEN’s ‘Drop the C’ programme, targeting an 80% reduction in carbon emissions by 2030. HEINEKEN is set to invest £5m into the brand, 50% up on 2018. Desperados is also driving value into the Sunshine Lager segment this summer through occasion-led activations.
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