DESPERADOS, the tequila-flavoured beer, is to receive a touch of magic as part of a new summer sampling campaign.
The brand, part of the Heineken UK portfolio, is to be paired up with street magician Gerry Sims, who will train Desperados ‘illusionists’ to visit pubs and provide entertainment as well as conducting sampling activity.
Point of sale materials with an industrial theme will be available to support the sampling activity, and the campaign will also be promoted through social media platforms.
Andrew Turner of Heineken said the activity aims to attract new consumers to the brand.
“Our research shows us that consumers often have a barrier to the concept of tequila until they actually taste it,” he said. “However once they have tried the product we see a fantastic rate of sale.”