Pacifico targets Gen Z with digital-first campaign amid nationwide expansion.

Marketing Dive – April 12, 2021

Constellation Brands has brewed up a digital-first strategy to more directly target Gen Z consumers and help its Pacifico label continue to grow following a strong year. Internal research suggests that Pacifco’s values align with those held by Gen Z, with a shared premium placed on being unique and independent.

As Pacifico expands distribution nationwide, it also wants to maintain an independent vibe that hearkens back to its Baja California roots and surfer culture. Three of its four 15-second spots feature real people, who also are profiled in 30-second videos Pacifico created for the campaign. The professional surfer in the “#IYKYK” spot serves as a brand ambassador for Pacifico. The “Crash the Games” shows a skateboarder crashing through a Pacifico can, while highlighting the brand’s ongoing sponsorship of the X Games. The “Unanchored Art” spot depicts a sand artist creating a temporary work of art that includes the message, “Make your mark without leaving one,” to appeal to the environmental sensibilities of Gen Zers.

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