Desperados break dances into town with Because


Desperados, the tequila-based lager brand from Heineken, is to tour University cities this Autumn.


Working, with brand experience agency Because, these events will include a break dance-themed experiential campaign.

The roadshow which launched on 26th September and will run for 5 weeks, will comprise a mix of on and off-trade activations, targeting 18-24 year olds, and focussing on key student cities across the country.

The on-trade element of the campaign will see 11 hit squads of professional break dancers and brand ambassadors visiting bars and nightclubs across the UK on Friday and Saturday nights. The break dancers will perform and teach people new moves whilst brand ambassadors distribute refreshing samples of Desperados to watching crowds.

To support off-trade sales, Because has designed a Desperados branded A-Team style van, the side of which opens up to blast a bespoke playlist. Attendees can trial the new Verde range and 150ml bottles of Desperados and coupons will be distributed during the pop-up events.  The van will visit Student Unions during student Freshers’ Weeks as well as key city centre locations in subsequent weeks.

Emma Browne, Account Director at Because, comments:

“New and unexpected experiences are at the heart of Desperados’ marketing strategy, and these pop-up brand events capture that.  We’ve combined all the essential ingredients of a stand-out party; attention-grabbing break dancing, upbeat music and refreshing Desperados samples.”desperados_break_dance__2_

Earlier this year, Because ran a similar 4 week campaign for Desperados, distributing 43,721 samples during 69 live events, reaching over 300,000 consumers through word of mouth.

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.