New Work: Pacifico TV and Digital


~ New work from GSD&M highlights the brand’s surfer origins and lifestyle ~

CHICAGO (June 21, 2013)—Pacifico, the authentic pilsner-style Mexican beer, is launching a multimarket TV and digital campaign to celebrate the brand’s surfing origins and adventure-seeking consumer. Carrying on the spirit of its evolved marketing campaign, “State of Pacifico,” the new work created by GSD&M will roll out in mid June in Southern California and Austin as well as nationally on digital sites such as Hulu and YouTube. All work is scheduled to run through October.

In the first spot, “Original Explorers,” the work tells the story of a group of surfers in the 1970s who happened upon Pacifico in the cantinas while on a surfing adventure down the Baja peninsula. They loved it so much that they brought cases back to the U.S. The spot concludes with the line “Pacifico Beer. Discovered in Baja, Imported by surfers.”

The second spot, “Spin the Bottle,” features a group of friends who are living the Pacifico lifestyle. The friends start their adventure by spinning an empty Pacifico bottle on top of a map. Whatever direction the bottle is pointing when it stops is the direction the group heads for their next adventure, which includes activities like surfing or cliff jumping. When the adventure is complete, they get out the map and start over again. The spot ends with the question, “Do you take Pacifico places, or is it the other way around?”

All TV work will drive people to, Pacifico’s virtual “locals-only” Facebook hub that houses over 40 videos of off-the-beaten-path hangouts and experiences. In addition, the site also offers an interactive map of locally recommended hot spots to visit across the U.S. and user-generated content, which encourages consumers to live and share their Pacifico adventures.

“With this new creative, we are recreating the story of the original importers of the beer. The surfers that were looking for the legendary waves down in Baja Mexico ended up discovering a great beer,” said Jim Sabia, chief marketing officer at Crown Imports, Pacifico’s exclusive U.S importer. “Today, that fearless and determined mindset of a Pacifico consumer is ever more prevalent and has led the beer to become a top choice for those always seeking out new adventures.”

About Crown Imports
Crown Imports LLC, a division of Constellation Brands, 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 or

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Agency: GSD&M
Client: Pacifico
Executive Creative Director: Jay Russell
GroupCreative Directors: Robert Lin, Jeff Maki
Creative Directors: Joel Davis, Andy Miller
Art Director: Joel Davis
Writer: Andy Miller
Producer: Kelly Wood
Project Manager: Marlo Gil
Production Company: Koala Bear, Inc.
Executive Producer: Laura Busino
Agency Producer: Kelly Wood
Editor: Sam Selis
Director: Taylor Steele
Account Service: Jeff Orth, Mario Solis

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