Desperados: GUAO GUAO
Desperados tasked LePub Milan with repositioning the brand for a Gen Z audience that viewed its party beer image as obsolete. They needed to move beyond traditional advertising and tap into the global Latin music explosion to sustain volume growth and establish the brand as a credible, edgy cultural player across 30+ international markets.
Creative Idea
Turned a mundane supermarket checkout beep into a viral reggaeton anthem that transforms reality.
Desperados transformed a mundane supermarket checkout into a high-energy reggaeton music video, positioning the brand as a cultural catalyst that unlocks the unusual by tapping into the global explosion of modern Latin music and its infectious, rhythmic energy.
Turning a Supermarket Beep into a Global Reggaeton Anthem
From Mariachis to Modern Edge
Global Head of Desperados, Ligia Patrocinio, spearheaded a radical shift to move the brand away from "obsolete" tropes like Antonio Banderas and traditional mariachis. Recognizing that Latin music grew by 985% on Spotify over the last decade, the brand appointed Latin Grammy winner Ovy on the Drums as Artistic Director. To maintain authenticity, the brand granted Ovy and rapper Micro TDH full creative veto power over the music and visual styling, ensuring the project felt like a legitimate cultural contribution rather than "corporate Latinity."
A High Fashion Grocery Run
Directed by Bradley & Pablo - the duo behind visuals for Harry Styles and Dua Lipa - the hero film was shot in a mundane grocery store. The production utilized stylist Nayeli De Alba to craft an edgy, high-fashion aesthetic that contrasted with the fluorescent - lit aisles. This "music - first" strategy saw "GUAO GUAO" released as a commercial single, complete with a brand mention in the lyrics and the Desperados logo on the official cover art.
Shaking Up the Spotify Algorithm
The campaign reached over 30 million followers via 65 global creators and achieved 1.6 million organic Spotify streams shortly after launch. A first - of - its - kind "Vibe Tech" partnership allowed Spotify users to shake their phones to unlock a "Secret Vibe" playlist. This digital innovation, paired with a Snapchat AR filter that synced head - bopping to the dembow rhythm, helped the campaign rank #1 in the Digital/Social category at the Kantar Creative Effectiveness Awards. Beyond the screen, the "Avenida Desperados" experiential layer took over balconies and alleyways across Europe to bring the track's energy to life.
Creative Strategy Deconstructed
Company
A tequila-flavored beer with a legacy of high-energy partying and unlocking the unusual in everyday moments.
Category
Beer brands often rely on outdated party clichés or generic lifestyle imagery that feels disconnected from modern youth culture.
Customer
Gen Z and Millennials crave authentic cultural connections and spontaneous, high-vibe experiences rather than polished, corporate advertising.
Culture
The global dominance of Latin music has redefined cool, moving from traditional stereotypes to an edgy, rhythmic, and magnetic aesthetic.
Company
A tequila-flavored beer with a legacy of high-energy partying and unlocking the unusual in everyday moments.
Category
Beer brands often rely on outdated party clichés or generic lifestyle imagery that feels disconnected from modern youth culture.
Strategy:
Embed the product within a credible cultural artifact to transition from a beverage to a lifestyle connector.
Customer
Gen Z and Millennials crave authentic cultural connections and spontaneous, high-vibe experiences rather than polished, corporate advertising.
Culture
The global dominance of Latin music has redefined cool, moving from traditional stereotypes to an edgy, rhythmic, and magnetic aesthetic.
Strategy:
Embed the product within a credible cultural artifact to transition from a beverage to a lifestyle connector.
Strategy Technique
Borrow Equity
By appointing a Latin Grammy winner as Artistic Director and releasing a legitimate commercial single, Desperados bypassed traditional advertising to embed itself directly within the booming global Latin music scene.
Explore Technique
Creative Technique
Unexpected environment
The campaign uses a mundane grocery store as a backdrop, which surrealistically transforms into a vibrant dance floor, dramatizing how the product injects spontaneous energy into everyday life.
Explore Technique
Craft Breakdown
The campaign excels through its seamless integration of sound and motion, turning a product purchase into a cultural anthem.
The original track is perfectly integrated into the foley and sound design of the environment.
The rhythmic, staccato editing style creates a unique visual language that mimics the beat.
The use of color and lighting effectively bridges the gap between a supermarket and a nightclub.
Dynamic camera movements and varied lens choices (like fisheye) enhance the urban energy.
The synergy between the custom reggaeton track and the rhythmic editing creates a 'visual earworm' effect.
