Mexican lager beer, Pacifico, popular among California surfers, is launching its first national advertising campaign across the United States.
Pacifico is brewed in Mazatlan, in the Pacific coast of Mexico, and is distributed by CrownImports, a joint venture between Grupo Modelo and Constellation Brands. Crown Imports also distributes Modelo brands Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Victoria.
According to Jim Sabia, the CMO from Crown Imports, Pacifico sells 5.5 million cases each year, 40% of them in California. Pacifiico’s goal is to reach 10 million cases by 2022.
The campaign’s ad budget is US$ 5 million and targets men ages 21 to 34. The campaigns main effort is to promote Pacifico’sFacebookpage through digital media. The campaign uses the phrase “State of Pacifico” to convey a laid-back, surfer mind-set. Austin based GSD&M buys and plans media for Pacifico.