Latin culture is more popular than ever. Acclaimed movie stars like Pedro Pascal and Jenna Ortega, along with global streaming sensations like Bad Bunny, are just a few examples of how Latinity is transcending borders.

Just like a movement, it’s infecting everybody in any part of the world, no matter if you are Chinese, Finnish, or Canadian. It’s not about nationality anymore. Latinity is an attitude that promotes self expression, fun and letting loose, whether through dancing, acting, dressing, singing.

Desperados, a beer with tequila famous in Europe for wild parties since 1992, faced a challenge. European Gen Z isn’t partying like millennials once did.

They go out less, stay online more, and struggle to let go. But we believed the desire for fun hadn’t disappeared - it just needed to be ignited the right way. So we looked to where the fire was still burning: Latin America.

There, Gen Z was embracing the party spirit with full force, driven by the unstoppable energy of the Latin vibe.

Instead of trying to convince Gen Z to party, we brought them what was already making their peers move - the Latin vibe itself. The result wasn’t a traditional campaign, but a real piece of culture.

We partnered up with one of the best Latin producers - OVY ON THE DRUMS - and a top Latin singer - Micro TDH, to produce and release an original reggaeton track: Guao Guao.

We launched it as a music release, with social snippets by the artists and superfan activations. The song was spread through all major music platforms and the artists’ social channels. And it was accompanied by a music video directed by the team behind Rosalía’s clips.

But we didn’t stop there.

We collaborated with celebrity nail artist Coca Michelle on Latin-style nails featuring a Spotify code linking to the track. "Vibe Nails" kits were seeded to top influencers across Europe.

Each creator shared unboxing content, flexed the nails and danced to the beat of our track, helping to organically spread the Latin vibe. To push the beat even further, we asked choreographer

Kirsten Dodgen to create a dance inspired by Latin American styles like Perreo and Bachata, but completely reimagined. Every move stripped down to its essence: simple, effortlessly cool, and impossible to resist. The choreography launched on socials and went viral on TikTok, driving even more engagement for ‘Guao Guao’.

The song became a global takeover.

We broke the Apple Music top 10 in 23 countries and got into playlists worldwide - including Steve Aoki’s. 5 million listeners. 90 remixes worldwide. “Guao Guao” earned an official Latin Grammy selection. And most of all, Gen Zs fell in love with us again.