Pacifico Beer Helps Fans Discover “Locals-Only” Experiences

CHICAGO, IL – Pacifico, the authentic pilsner-style Mexican beer, is honoring the brand’s free-spirit lifestyle with its new “State of Pacifico” marketing campaign set to roll out nationally on August 20. The campaign, which includes online, outdoor and experiential elements, will continue to drive Pacifico’s rapid growth. The brand is posting double-digit growth trends year-to-date driven by the expansion of Pacifico on draft, which is now available in 37 states.
Since Pacifico’s U.S. introduction by American surfer pioneers who brought it back after exploring the uncharted waters off of Mexico’s Baja Peninsula, the brew has quickly become the choice of surfers chasing the perfect wave in Southern California, to skiers ripping through fresh powder in Colorado, and to consumers throughout the U.S.
“Pacifico has made a home for itself on the beaches of the west coast but its growing popularity shows that it can play uptown or downtown, on either coast, and everywhere in between,” said Jim Sabia, chief marketing officer at Crown Imports, Pacifico’s exclusive U.S importer. “This new campaign highlights the brand’s boundless spirit and invites fans to enjoy the mystique and authenticity of Pacifico.”
Crown worked with agency partner GSD&M to take Pacifico fans on a journey of unique online experiences. Through more than 20 videos on Pacifico’s Facebook page<>, users will be able to virtually explore “locals-only” hangouts including Arroyo Tapiado Mud Caves in San Diego, Niland’s Salvation Mountain and Wacko Soap Plant in Hollywood, kayaking on the Chicago River, and the Berlin Wall in New York City.
Additional “State of Pacifico” experiences include an interactive map that features locally recommended locations to complement new digital banners and a number of site takeovers on prominent outlets such as,,, and Facebook.
Out-of-home and experiential elements to support the campaign will appear in San Diego, Los Angeles and San Francisco consisting of billboards and hand-painted murals by California artist Erik Nicolaisen and his team.
“The Pacifico brand represents more than just a beer – it’s a mind-set,” said Duff Stewart, CEO of GSD&M. “We wanted to take that spirit and build a community where people can engage with the brand and be a part of its adventures across the country.”
About Crown Imports
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the U.S. For more information, visit
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