Imagination and creativity : The keys to success for Desperados

Desperados attempts to become the reference brand in terms of artistic creativity. For this, the brand has developed a partnership with the 9th Concept, a Parisian artists collective, made up of painters, graphic designers, photographers, videographers and musicians, and puts its bottle at the heart of its communication.

 

This collaboration, which has been going on for over ten years, leads to the creation of limited editions every year. The design of the bottles is revisited by the artists of the 9th Concept, who let their imagination run wild and upset the traditional codes of beer, in order to modernize the image of the brand. Up to now, almost 60 Limited Edition bottles have been created !

  

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9th Concept's creations

In addition, Desperados promotes its imagination and creativity in an original way. For example, the brand organized in 2009 an exibition in Paris : « Imagine Desperados by ... ». The brand invited the visitor to discover its creative universe through the exhibition of its  advertising campaign revisited by famous nightclubs and cultural magazines (such Tracks and the Inrockuptibles) in their own way, as well as the exhibition of its Limited Edition bottles, created by the 9th Concept. This allowed Desperados to position itself not only as a brand but also as an editor of creative content and a promoter of a certain form of culture.

 

 

The second major initiative of the brand took place in 2011 with the creation of an ephemeral bar in Paris, the « Wild Bar », entirely dedicated to the brand ! Many events and parties are organized in order to immerse the guests in the world of the famous beer flavored with tequila. For example, Desperados has recreated  a clandestine workshop where the artists of the 9th Concept work directly on posters and custom bags with their visual identity. The brand also organizes original parties during the weeks of the operation : the program includes body painting, showcase of the 9th Concept's musicians as well as the opportunity to taste cocktails made with Desperados like for example the Despejito. Desperados has gone wild !   

 

Finally, the brand offers the beer drinkers the opportunity to create their own Desperados bottle in the website « Imagine your Desperados ». No need to be an experienced designer, this creative workshop offers a large range of colors and designs, some created by the 9th Concept. An online voting is organized in order to select the most distinguished label. And even if you are not selected, you can still order your bottle ! The consumer feels more responsible and listened through this community site.

J.G.