DesperadosTequila Beer is a Golden Pale Lager brewed in France. Fischer S.A. Alcohol Content (ABV): 5.9% Desperados Tequila Flavored Beer is the first tequila flavored beer.
Orignated from france
Image source(https://commons.wikimedia.org/wiki/File:France_Flag_Map.svg)
image source (http://www.thegrocer.co.uk/heineken-predicts-sales-of-spirit-beers-will-reach-200m/351117.article)
owned by heineken that produces heineken beer
image source(http://www.bandt.com.au/marketing/heineken-gets-shirty-at-new-google-logos-distinct-similarities)
Founded by Fischer Breweryin 1821 in Strasbourg, they first produced Desperados production has moved to the Netherlands with there recent success with the beer , and 1996 in Heineken took over the production of the beer.
The beer has been sold more than 60 countries world wide and recently been introduced to the American consumers with a lot f success in europe for the past 10 years. It is an alternative to spiritsand shots.
image source(http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/leisure/8328772/Fortune-Brands-most-famous-spirits-in-pictures.html)
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TARGET AUDIENCE :
are people between 18-24 years old who are trying to have fun and experience life.
image source(http://www.beacon-counselling.org.uk/WhatYoungPeopleSay.php)
image source(http://www.fansshare.com/gallery/photos/13247304/stock-footage-young-people-in-silhouette-enjoying-time-together-dancing-having-fun-beach-party-at-sunset-shot-on-beach-party/?displaying)
WHAT DO WE KNOW ABOUT THE TARGET AUDIENCE :
-They sometimes drink to be able to fit in a group
image source(http://www.wisegeek.com/what-is-an-led-display.htm)
-They want new experiece and adventure
-Many 18-24-year-olds believe binge drinking means losing control of one’s senses
image source(http://blog.losingcontrolfindingserenity.com/wp-content/uploads/2011/05/tumblr_lidrybMGXN1qe0hne)
-Drinking, and indeed getting drunk, is seen both as more fun and more of a crucial social crutch
image source( http://www.themonksbunk.com/party-hostel-in-tallinn/wp-content/gallery/party-time/fun-playing-drinking-games.jpg)
WHERE ARE THE TARGET AUDIENCE
Most of the target audience are mostly in school studying in higer education system or graduates that are in search of jobs or under employment as junior staffs:
image source: (http://www.think-save.co.uk/wp-content/uploads/2015/09/students.jpg)
image source (http://www.east-thames.co.uk/sites/default/files/user/images/Workwise_job_club.jpg)
image source (http://i.huffpost.com/gen/1346113/images/o-UNIVERSITY-STUDENTS-facebook.jpg)
HOW TO COMMUNICATE TO TARGET AUDIENCE:
A lot of these young people are mostly engaged in social medias , like facebook,instagram twitter etc which is where most of them get in contact and share there opinion.
image source (http://erenkocyigit.com/wp-content/uploads/2015/01/Social-Media-Graphic.jpg)
image source (http://ludwiggerdes.com/wp-content/uploads/2014/08/social-media-2.jpg)
WHAT IT'S MADE OFF:
Desperados is made with combination of lager that is aged in tequila barrels for a few months, blended with beer that is mixed with tequila and lemon flavors. The tequila does come from
image souce(http://www.womenshealthmag.com/sites/womenshealthmag.com/files/images/sugar-weight-loss.jpg)
The name originated from spain meaning "Renegade" or a bold, reckless criminal or outlaw, especially in the early days of the American West.
image source (http://vector.me/files/images/5/7/57893/desperados.png)
OTHER PRODUCTS FROM HEINEKEN DESPERADOS :
Hineken is expanding there Desperados brand by introducing the "Desperados verde"which was launcehed on march 2014. Its a 330ml botttles , which is a 4.7% ABV mojitos flavoured variant mixed with of tequila lime mint, aimed at people age from 18 to 34 years old which taps into demands of sweeter flavour and lighter taste.
desperados verde
Other brand extension:
image source(http://www.prixing.fr/images/product_images/f9e/f9e7cbef4e7a3daaa75fbb22f4230bcf.jpg)
Desperados mas
Desperado red )
image source (http://www.beersofeurope.co.uk/media/catalog/product/cache/1/image/298x308/9df78eab33525d08d6e5fb8d27136e95/pimages/DesperadosRed400ml.jpg
EARNINGS AND ACHIEVEMENTS:
its been said the flavoured drink could hit upt o £200 million in the year 2016 and had grown 147% in year 2013 to £30 million
MARKETING/ADVERTISEMENT/PREVIOUS CAMPAIGN:
image source (http://img01.thedrum.com/s3fs-public/news/tmp/56351/wkams_desperados_ooh1.jpg)
image source (http://img01.thedrum.com/s3fs-public/news/tmp/37015/naked_communications_desperados_global_party_atl_v1_13.10.2014.jpeg)
image source(http://jacklowestudio.co.uk/blog/wp-content/uploads/2010/04/IMG_3175.jpg)
image source ( https://www.wefolk.com/assist/transform/wefolk/w_900,q_90/4ba92ec0-d7c7-11e4-b3e5-8115492988cf.jpg)
image source(https://www.wefolk.com/assist/transform/wefolk/w_900,q_90/eb44d250-d7c6-11e4-b3e5-8115492988cf.jpg)
ads are presented in fun colourful way with colourful fonts
Competitions:
PREVIOUS/RECENT ADVERTS FROM COMPETITOR BRANDS
SMIRNOFF:
MOST RECENT
Smirnoff spent 1.5 million pounds on a campaign theme which centres
around the theme of inclusive communities,example of this is there
alternative look on general campaign election using the lines ‘Vote for
the House Party’ and ‘Left wing, right wing, or chicken wings also they
had a campaign made on sexual preference with lines like Homosexual, heterosexual, who-giv es-a-sexual
There use of instagram to target younger audience :
As part of their campaign they wanted to employ consumer generated video and photography—and the goal of reaching a new, younger audience of legal drinking age, also making use of cinemagraph which is a still image with moving object in the background.
image source (https://s-media-cache-ak0.pinimg.com/736x/33/15/89/33158960ff65f369c8463944e8afd8ff.jpg)
FOSTER:
image source(http://i.dailymail.co.uk/i/pix/2015/05/14/01/0A517A6C00000514-0-image-a-11_1431561757100.jpg)
Campaign idea is on Australia's philosophy and "why the hell not " there first instalment of the campaign, created by Adam&EveDDB, features a character that exemplifies that ‘can do’ attitude that defies the cynics to become the vetry first male Australia's male cheerleeder.
SOCIAL MEDIA :
Fun
Exciting
younger audience
Energetic feel
INSTAGRAM:
Desperadoes instagram page looks energetic and fun with bright colours like yellow, red green and use of black and white images.
MISSING ATTRIBUTES ABOUT THERE PREVIOUS ADVERTS
.
.Absence of the Latin culture in the "way for the desperado's"
MY CONCEPT:
Since Desperados is a name derived from Latin word i decided to come up with the idea of using the Mexican wrestling mask concept as my way of getting young people involve in the party lifestyle of Desperado's beer as well as the cultural aspect of it.which i think is really important as it separate the brand from the other beer brands.
So I looked into masked wrestling in Mexican culture:
HISTORY OF MEXICAN MASKED WRESTLERS
(LUCHA LIBRE)
native people expressed themselves and their beliefs through ritual dance with the aid of intricate masks which is still being practice today in Mexico
Masks have been used in Mexico since 3000 B.C, its a trademark associated with the Mexican culture
EXHIBITS
El Museo Del Barrio in New York City houses a permanent collection of Mexican masks from the 1950s to the mid-1970s. Other museums throughout the U.S. host temporary Mexican mask exhibits.
Giovanni Reselevich y Antonio Fournier began promoting fights, in which opponents fought each other hand to hand, without weapons or protection And it was called luche libre, meaning " free fights" because of lack of regulations
Giovanni Reselevich y Antonio Fournier began promoting fights, in which opponents fought each other hand to hand, without weapons or protection And it was called luche libre, meaning " free fights" because of lack of regulations.
the fighters are called luchadores
In 1929 Salvador Lutteroth González,partner Francisco Ahumada visited the united state while he was working he attended a wrestling match in texas el paso,and upon arriving in mexico in 1933, he decided to set up his own wrestling club along with partner Francisco Ahumada the "Empresa Mexicana de Lucha Libre (EMLL) in Mexico City.
ADVERTS WITH MEXICAN WRESTLING MASKS :
MEXICAN WRESTLING MADE INTO MOVIES
The film is a comedy film staring actor Jack Black
MY CONCEPT
My idea is to use the Mexican wrestling concept since i think there's a missing link between the drink and the cultural value its known for. I started creating a social media page like where young people are more drawn to, medias like Instagram ,twitter has shown a lot of young people's participation which i think will be really effective in promoting my brand concept to the target audience. below are my pages to get people involve and create awareness.
This is where i communicate with the target audience, for examples asking them information about what there wrestling name is,encouraging them to party with Desperados beer tequila drink etc
i created little stickers on the beer bottles aswell so people can peel off ,and also to portray that luchadores character on the actual beer bottle.
FINAL POSTER IDEAS
MY POSTERS
Here are some posters i made which works when someone puts there head or body features in the hole carved out on the characters face ,the idea behind this is young people like to do crazy stuffs ,and with this they could take a picture of this and share it on there social media pages ,which in return generate more audience for the drink.
PUTTING MY IDEA INTO PRACTICE:
Inother to experiment with my idea i decided to create and also have it in public places to show how the idea will work in public areas and these are the images taken from my first experiment.
TAGLINE UP THE GAME
During my session with the tutor i realise the first tagline wasnt as effectiev as i though as i want the poster to speak for itself,
so i decided to try a different tagline which is "up the game". The meaning behind the line is to encourage the target audience to try new things by adopting the fun, daring side of Desperados by stepping up there game and have fun.
NEW POSTER DESIGN FOR THE CAMPAIGN
Below are the new design of the poster including the new tagline:
SECOND EXPERIMENT WITH THE POSTER:
These are the photograph captured during my experiment with the new Desperados posters
The aim of this experiment is to see how people react to the posters in public, and luckily there was a positive feedback from the posters as different people participated.
DESPERADOS COMPETITION
I wanted to create an interesting experience with this idea by having a competition in which people upload photos of themselves with potsers to Desperados social media with the hastag #upthegame. The aim is to generate a lot of attention towards the bbrand as people will find this characters interesting/funny by taking photographs of themselve and sharing it on their pages/Desperados social media fo a chance to win limited Edition bottles with fun luchadores stickers which is shown below:
The idea is that he best photograph will be selected for a chance to win one of this exclusive Desperados beer with stickers. Here is the Desperados social media pages i created:
FINAL DESIGN OF THE CAMPAIGN
Inother to perfect and be able to pitch this idea i will have to create a convincing final design of the campaign which possible with the help of my tutors with their fedback and below illustrate/sums up how what the final design looks like:
CONCLUSION
This project has shown me different approaches to design aesthetics and how to experiment on different ideas to come up with a final outcome,with this project i was able to take my research method to a different level by actually going out and see how people interact with my idea. Also it has taught me how to take on feeback and able to learn and try harder inother to improve my skills and choices I make in terms of lay-out,photography and news skills in using softwares. However there's always room for improvement and am able to understand more what it takes to build ideas from piece of paper to something creative.
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