European agave-flavored beer brand Desperados has stepped onto the Latin scene with a bang(er), with a campaign from agency LePub featuring an original song by Colombian music producer Ovy on the Drums. 

“Beer with a Latin Vibe” launched last week with an original Dominican dembow track called “Guao Guao,” produced by the Colombian artist with lyrics performed by Venezuelan rapper MicroTDH.

A true Latin music fusion, the campaign is the first under Desperados’ new brand positioning that asserts that “a life constrained is a life unlived.” It comes as Desperados targets Gen Z and millennials by encouraging spontaneity and pushing people to enjoy life more freely. 

“Latin vibe doesn’t need long introductions or explanations—it’s immediate, magnetic, and undeniable. The moment you encounter it, you can feel its pulse; it wraps around you and before you even realize it, you’re fully immersed. That’s the true beauty of this campaign and the message that Desperados wanted to bring—its power is captivating and draws you in effortlessly,” said Mihnea Gheorghiu, global chief creative officer of LePub. 

Despite its European origins, Desperados leans into Latin music as it has grown by 985% on Spotify over the past decade. In addition to the track running on Spotify, Desperados is running out-of-home ads in major cities in over 30 markets in Europe, as well as an augmented reality Snap filter with the track.

The brand is also running a series of events called “Avenida Desperados” in which Desperados will take over the streets in several European cities to transform them into Latin American party zones, with balconies, storefronts and alleyways offering the setting for spontaneous experiences.

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