Desperados Targets Nigerian Gen Z With “Beer With A Latin Vibe” Campaign 

The campaign is spearheaded by Latin Grammy-winning producer OVY ON THE DRUMS, known for shaping the sound of Latin music worldwide.

With Nigeria’s love for bold experiences and high-energy entertainment, Desperados is set to redefine social experiences across the country.

This campaign is the first output under Desperados’ new positioning, which sees the brand target Gen Z and Gen Y audiences through a multitude of culturally-relevant passion points. With this particular audience living in a world that is more overly rational than ever, this cross-channel approach has been inspired by the brand’s belief that a life constrained is a life unlived.

At the heart of the campaign is “GUAO GUAO”, an exclusive new track by OVY ON THE DRUMS featuring Venezuelan rapper MICRO TDH.

Inspired by the spontaneity and vibrancy of Latin culture, the song serves as a global anthem, encouraging drinkers to break free from the ordinary and embrace the unexpected.

With the global rise of Afrobeats and its fusion with international sounds, Nigeria’s dynamic music scene is a natural fit for the Beer with a Latin Vibe movement.

The campaign taps into this shared energy between Latin and African cultures, creating a bold new way for Nigerian consumers to experience Desperados.

As part of the campaign, Desperados has also launched the Global Desperados Dance Challenge, inviting fans and creators worldwide to showcase their best moves to “GUAO GUAO”.

In Nigeria, local creators and dancers will bring their unique styles and energy to the challenge, fusing Latin rhythms with homegrown creativity.

The challenge, set to go viral across social media platforms, is designed to celebrate self-expression and push the boundaries of playful experimentation.

Sampson Oloche, Portfolio Manager, Beyond beer commented: “This campaign embodies the bold and adventurous spirit of Desperados. By blending the infectious energy of Latin music with the vibrant social culture of Nigeria, we are creating a movement that encourages people to embrace spontaneity, live freely, and celebrate in their own way.”

The ‘Beer with a Latin Vibe’ campaign will roll out across multiple consumer touchpoints, including the release of the “GUAO GUAO” music video on YouTube, a custom AR Snap filter that lets fans interact with the track in a playful way, and engaging social media collaborations designed to bring the campaign’s vibrant energy to life.

With this launch, Desperados continues to challenge expectations and redefine what it means to experience beer.

Nigerians can now join the movement by streaming “GUAO GUAO” on YouTube, participating in the Global Desperados Dance Challenge, and following Desperados Nigeria for exclusive content and updates on upcoming activations.