Heineken has leveraged the link between its Desperados brand and Latin music for a push in three European markets.
The flavoured beer is offering consumers in Belgium, Germany and Spain access to a music playlist on Spotify curated by its “artistic director”, Ovy on the Drums. The Colombian artist is the current face of Desperados in a campaign that kicked off earlier this year.
The concept, called ‘Vibe’, comprises an in-app pop-up to Spotify listeners that invites them to shake their phone to access the playlist, which can be accessed here. Among the tracks on the playlist is ‘Guao Guao’, which was created by Ovy on the Drums specifically for his tie-up with Desperados.
“We’ve always believed that high-energy moments can be unlocked in the most unexpected places – and at the most unexpected times,” said the brand’s global head, Ligia Patrocinio. “Spotify’s in-app experience, and Ovy’s expert curation will allow users to spontaneously break out of routine and discover something new.”
Speaking to Global Drinks Intel earlier this year, Patrocinio said the brand has annual sales of around 4.5m hectolitres. Despite its current reliance, on Europe, she noted that “Africa & Middle East and Asia are really interesting playgrounds for Desperados in terms of expansion”.
