Formeldrei: With Desperados to the Wildest Night Party
«Sweet as sin, yet pretty loud»—that’s how Formeldrei positioned Heineken’s Desperados. The posters encourage people to enter a contest by featuring the «sexy twins,„ the wrestler »Nasty Eric,« »Kitty,« the rocker chick, and the well-built »Latin Lover.«.
If you want to be one of the 130 lucky ones flying to the party from Switzerland, you have to prove that you're fit enough for the trip. You can show off your best party face on Desperados.ch or out and about in the club. The photo of yourself as one of the four characters - or as a whole clique - is uploaded to the website. The next step is to get lots of likes on Facebook in order to be part of the party in September.
The promotion takes place throughout Switzerland in the on-trade and retail sectors. Advertisements, posters, flyers, gadgets and competition material as well as a website were realized. The promotion runs until September.
Responsible at Heineken Switzerland: Frank Wilde (Group Brand Manager International), Reto Anderwert (Brand Manager Desperados). Responsible at Formeldrei, Bern: Moritz Adler (graphics/ concept), Christian Wüthrich (text), Marco Mesot (consulting/ concept), Jeanine Hochueli (consulting), Remo Ubezio (photo). Website: Station, Zurich. Consultation: Debora Hirsch, Patrick Stoll.
