Heineken hires WE ARE Pi as global comms partner for Desperados

Amsterdam-based agency WE ARE Pi has been appointed by global drinks brand Heineken as comms partner for its Desperados brand.

Desperados: Wants to reinforce its position as "the most iconic drink for the millennial generation" (Credit: Remo Weber via Flickr)
Desperados: Wants to reinforce its position as "the most iconic drink for the millennial generation" (Credit: Remo Weber via Flickr)

The agency's remit with the tequila-flavoured beer is global, and effective immediately.

It follows a competitive pitch after Heineken parted company with previous incumbent Weiden + Kennedy earlier this year. The split was by mutual consent, Heineken said.

"The Desperados brand team will work with WE ARE Pi to develop communications with a focus on digital experiences and social activations to reinforce the brand’s position as the most iconic drink for the millennial generation," a Heineken press release said.

Alex Bennett-Grant, managing director and co-founder of WE ARE Pi, said: "Desperados is one of the most exciting brands in the global beer category. Like us, the Desperados team and their consumers are creative, restless and non-conformists.

"As an ideas company, we are always looking to partner with thought leaders who want to move the world forward creatively. We have this in abundance with Desperados. We are very excited about the future."

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