Heineken-owned Desperados is launching a new on-pack promotion highlighting the brand’s sponsorship of UK music festivals Parklife, Boomtown and Bestival.
It will be featured across 3x330ml and 12x250ml SKUs, offering customers the chance to win weekend tickets to the events, as well as VIP passes to Desperados’ Clubhouse, its on-site festival activation. It will run until 24 August.
On-pack promotions that offered “exciting and aspirational” prizes would help add value and drive sales, said Heineken category and shopper marketing director Toby Lancaster. “Desperados is particularly popular with younger shoppers who are more likely to be hitting the festivals this summer.”
Desperados saw £6.1m added to its value last year, with volumes up 17.8% to 10 million litres. However, sales of sister brand Desperados Red were almost halved, falling 48.7% to £2.3m [IRI 52 w/e 25 March 2017].
Heineken launched a new variant for the brand, Desperados Dos (7% abv), in a smaller 250ml SKU in March, with an eye to driving shoppers into the beer category by focusing on “the ‘shift’ moment in the late-night drinking occasion”.
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