Collaboration partner: Emily Hall - Creative Advertising
Myself and Emily selected the Desperados brief from the D&AD competition as we found it most suitable to both our disciplines and appeared to have a lot of creative freedom.
Brief breakdown
Brand
From research it became apparent what the brand Desperados is and how they engage with their consumers. It's the worlds first tequila flavoured beer which gives it a unique selling point and something to focus on when coming to generate ideas and further research. They claim that "Desperados continues to push boundaries, bend the rules and celebrate those who embrace their inner tequila and dial up the daring" which communicates that their consumers are not the average party goers/drinkers, but embrace adventures and engage in a much more daring party atmosphere and take it the extra mile. However Desperados still wants to communicate to be responsible with drinking and not suggest a campaign that would breach these terms.
Target Audience
18-24 year olds - in a transformational phase of their lives.
The target audience represents an age of transformation as young adults will be venturing into the world with further education or careers. This is a time for festivals and holidays where the audience will go and party and embrace the freedom of no responsibilities and have life experiences. As the brand is reaching out to these party goers this is a good aspect to bare in mind when coming to idea generation, considerations will be taken to ensure the campaign reaches out to the target audience and make them engage with Desperados in a more invigorating and creative way.
Considerations
- Experiential marketing: letting the campaing immerse the audience in brand stories, engage their senses, and form memorable emotional connections between them and the brand.
- Physical or digital or an event.
- Its not just about the literal parties - its party as creative playground.
- Make it relevant - What does the audience need? What can we do to add value to their lives?
- Be authentic and create experiences that feel genuine and true to the brand
Essentials
- An experiential campaign across multiple touchpoints.
- Consider digital elements and how it could link with packaging and point of sale.
- Focus on social rather than the individual experience.
- Be responsible when promoting the alcoholic brand.
Deliverables
- 2 min video (max) or up to eight presentation slide images.
- Supporting material: mock ups, process and development of ideas
These screenshots were pulled from the Desperados brief pack, they represents the brands journey and how they have engaged with their target audience over the years using various campaigns and methods of design. Each campaign has a running proposition that is visual throughout and that they want their brand to be perceived as an 'experience' and something out of the ordinary.
More screenshots from the project pack which contains self evaluation from the brand itself and how they have analysed their previous approaches to engage their audience and what they could do to improve their methods. This is something to consider for our brief as we want something that will suit the brand and will excite the audience and bring something new to the table.
This is the current branding for the Desperados beers, the brief is not asking for a rebrand however it is useful to see what the brands aesthetic is and how it communicates to their target audience. Although on their website and ad's there is no apparent link to the Mexican heritage, the tequila flavour and branding still has an essence of the Mexican culture with the use of type and colours. It has a bright and bold aesthetic which is something to consider for our ideas and to keep it consistent throughout, it also sets the tone of voice which would be something exciting yet friendly.
Existing beer/tequila brands.
Amigo's is another existing tequila flavoured beer that is available. Their selling point appears to be their 'unique Aztec-themed' brand identity which reaches out to the same target audience as Desperados: 18-24 year olds. Visually the branding for the beer is appealing and interesting however it does appear to have depth or represent anything about the brand or what they are offering to the consumer. Desperados are looking for something that tells a story with an over-arching campaign with depth yet this brand does not fulfil that.
Oculto is another brand of tequila flavoured beer. The identity for this brand appears to have gone down the masquerade route, this is a good concept as it refers to the Mexican carnival events that are recognisable to the public. This is a good concept as it refers to their beer as an accessory on their night out and brings out the mischief in their audience, with the masks hiding people identities it's communicating that their audience are people who are free and can enjoy themselves without being recognised. Masks that are used in carnivals have a purpose of shielding sometimes identity therefore they can say and act however they please creating an essence of mischief and playfulness. This is something to take on board for Desperados as they are wanting to communicate to their audience that their drink brings out the best in people.
