Magic interaction set for Desperados

Space is bringing street magic performances to bars and pubs across the country for Desperados in the latest stage of the year-round ‘In Every Sense’ campaign, to promote the sensorial elements of the brand.

The on-trade push is designed to encourage trial and put the tequila-flavoured lager front-of-mind for drinkers on their night out. It showcases the sensory aspects of the brand through a range of illusions.

Established street illusionist Gerry Sims has been training a team of dedicated Desperados brand ambassadors to deliver a unique brand experience for pub and bar goers. Drinkers watch the tricks and are encouraged to try their hand and interact with the brand in order to receive a sample.

The brand ambassadors will visit 900 outlets across the country to perform various tricks as part of the brand’s year-round activity that takes in festivals, street parties and tie-ups with graffiti artists, DJs and fashion brands, and is designed to highlight Desperados’ adventurous character among its primary 18-24 year old audience.

The brand ambassadors will be visiting all key UK cities including Edinburgh, Manchester, London and Glasgow.

Nic Casby, Desperados brand manager at Heineken, said: “We have been overwhelmed by the response to activities under the ‘In Every Sense’ campaign banner so far. Our latest push aims to further reinforce the unique, sensory qualities of Desperados by partnering the brand with urban street illusionist Gerry Sims. Quite simply it’s a fresh take on sampling and we look forward to seeing Space’s hard work in action.”

Sean Kelly, group account director at Space said: “This year Desperados has broken new ground with a calendar of brand experience led activity and we are thrilled to be able to continue to deliver firsts for the brand. Our latest activity delivers sampling with a unique street magic experience designed to awaken the senses of drinkers and leave them with a taste for Desperados’ distinctive personality.”