Perfectly Imperfect
Experiencing one of the fastest growths of an import beer in the US, Pacifico was faced with a dilemma. How can you take it’s history of a beer brought to the US by surfers and have it resonate with a national audience without losing the brand’s spirit of adventure?
Transitioning from a favorite of SoCal to a national favorite, Pacifico needed to evolve. We positioned the brand to connect with the everyday explorer, showcasing spontaneity and featuring raw, real images. Never overly fussed or staged, we pushed the brand to showcase spontaneous moments that inspire our target audience to join in on the fun.
Hey look that’s me next to that dog!
Sometimes when you have an idea for an extra shot after the talent heads home, you gotta step in and be a model.
Leading with the bold yellow of the brand’s packaging, we ensured every where Pacifico showed up was unmissable. Add in developing brand partnerships and activations that live for adventure, Pacifico generated double-digit growth year over year and our retail activations helped build a national presence delivering +20% in feature and display placements from 2024-2025.
