In 2014, TVE worked with Desperados to use global insight to define the “partyscape” and identify opportunities to turn Desperados into THE iconic global party brand. In 2017 they asked us to build on our previous work to see how the partyscape has changed in the past 4 years and what opportunities new developments could offer the brand.
WHAT WE DID:
Through a combination of online consumer “party diaries”, interviews with party experts and cultural cartography we were able to build an understanding of the broader cultural context of partying. This was then used to inform two potential creative platforms for the brand which were tested with consumers to identify winning opportunities for Desperados.