Space wins marketing drive for Desperados beer

by Louisa Barnett, Brand Republic 05-Aug-08, 12:30

LONDON - Tiger Beer has appointed integrated agency Space to drive UK sales of its tequila-flavoured beer, Desperados, with a six-figure budget.

A team at Space, which also represents brands such as Nivea and Samsung, will drive awareness of Desperados among 18- to 34-year-old beer drinkers.

The campaign, which will launch in August, will also provide a platform for future growth of the brand through highly targeted integrated marketing activity.

Steven Greaves, marketing manager at Tiger, said: "Working with Space will give us the opportunity to successfully introduce Desperados to the wider marketplace and create awareness for the brand, so that we can replicate the success we have enjoyed with Tiger Beer."

David Atkinson, managing partner at Space, said: "Desperados already has an underground reputation and a small but growing fanbase and our goal is to create the right formula for this ongoing growth and consumer awareness.

"We plan to maximize visibility among the right consumers, drive sales through engagement with the brand and its proposition, and ultimately create the right platform for a successful move into the UK market."