In pictures: Desperados launches breakdancing roadshow


Tequila-based lager brand Desperados has kicked off a new breakdance-themed sampling campaign, devised by experiential agency Because.

The on- and off-trade tour, which launched last Friday (26 September) has been launched in time to target university students starting the new academic year. It will see 11 'hit squads' of professional breakdancers and brand ambassadors visit bars and nightclubs across the UK on Friday and Saturday nights.

As the performers wow guests with their moves and teach them how to breakdance, staff will distribute samples of bottles of Desperados, including the Heineken company’s new Verde range, to the crowd. Coupons for the drink will also be distributed.

To travel to the student unions and key city centre locations, Because has designed a branded A Team-style van, the side of which opens to play a bespoke music playlist. The teams will visit London, Brighton, Bristol, Leeds, Liverpool, Birmingham, Glasgow, Cardiff, Manchester and Newcastle during a five-week period.

Emma Browne, account director at Because, said: "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."

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