The Nation Newspaper

Tag: Desperados

  • Desperados set to launch December campaign across Nigeria

    Desperados set to launch December campaign across Nigeria

    Nigerian Breweries has launched its Christmas campaign with Desperados taking the frontline in delivering entertainment and festive experiences to young audiences nationwide.

    The campaign, themed Clock the Vibe, kicked off with the Homecoming Party, setting the pace for a month filled with concerts and cultural events targeted at Gen Z consumers.

    Desperados is slated to feature at major December activities, including the month-long Detty December Fest in Lagos.

    The brand will also join Davido’s 5 Alive Nationwide Tour scheduled for December 14 at Eagle Square, Abuja.

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    Later in the month, Desperados will participate in Flytime Fest 2025, holding in Lagos from December 22 to 25.

    The festival will host prominent Afrobeats stars such as Olamide, Davido, Asake, and Flavour, and is expected to attract thousands to the Eko Convention Centre.

    Senior Brand Manager, Onyebuchi Allanah, said the campaign aims to offer innovative, immersive experiences that reflect youth culture.

    She noted that Desperados intends to connect young Nigerians through music, nightlife, and cultural expressions, adding that the Clock the Vibe campaign is designed to bring more colour, creativity, and energy to the festive season.

  • Desperados delivers ultimate Gen Z party experience in Ibiza

    Desperados delivers ultimate Gen Z party experience in Ibiza

    Desperados, a premium beer brand under Nigerian Breweries Plc, has taken its youth-focused brand experience to new heights, delivering the ultimate Gen Z party takeover in Ibiza, Spain.

    In one of its boldest cultural crossovers yet, the brand flew some of Nigeria’s most popular content creators, SoftMadeIt, Purple Speedy, EllaLey, Crispdal, and Iyke Nnaman, along with five lucky winners from the Desperados x Element House experience in Lagos, to join the legendary Elrow party in Ibiza.

    The collaboration brought a fusion of Nigerian creativity and Elrow’s iconic electronic festival atmosphere, featuring colorful costumes, confetti explosions, and immersive performances. Desperados said the goal was to showcase the confidence, energy, and originality that define Nigerian youth culture on a global stage.

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    Speaking on the initiative, Onyebuchi Allanah, Senior Brand Manager, Desperados, Nigerian Breweries Plc, said the activation was designed to connect with young people through authentic cultural experiences.

    “Desperados has always been about creating bold, unforgettable experiences that truly connect with young people,” Allanah stated. “Taking both some of Nigeria’s most loved creators and everyday consumers to the Elrow party in Ibiza was about proving that Naija energy belongs on the biggest global stages.”

    The Nigerian delegation’s presence quickly became a highlight of the event, as videos of the creators dancing through confetti storms and capturing behind-the-scenes moments flooded social media, sparking a wave of excitement back home.

    Desperados said the event reinforces its commitment to connecting with Gen Z through bold and unconventional expressions of creativity, while positioning the brand as the preferred party beer among young people.

    From Lagos to Ibiza, the brand continues to bridge cultures, amplify Nigerian talent, and redefine global party experiences with its signature Latin vibe.

  • Grammy winner backs Desperados’ new campaign with dance competition

    Grammy winner backs Desperados’ new campaign with dance competition

    Latin Grammy-winning producer Ovy on the drums, has backed Desperados’ new campaign ad with a dance competition.

    This was made known at the launch of a new global through the line campaign, ‘The Beer with Latin Vibe in Nigeria.’

    The campaign is spearheaded by the Latin Grammy-winning producer, who is well 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.

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    At the heart of the campaign is ‘Guao Guao,’ an exclusive new track by Ovy on the drums featuring Venezuelan rapper Micro TDH.

    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.’

    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.”