Nearly ten years working with Crown Imports to help Pacifico carve out a place next to portfolio lead Corona. We found the dusty roads, street tacos and secret beaches that beckoned the adventurous. Here's just a sample of the grueling work that somebody had to do...
The Challenge
Pacifico had something most brands spend years trying to manufacture: authenticity. Born in Baja and adopted by generations of surfers, explorers, and outdoor enthusiasts, it had a genuine culture surrounding it. The challenge was that much of the country didn't know the story.
Meanwhile, the import beer category was crowded with brands shouting louder and spending more.
What we learned
Pacifico didn't need to be louder. It needed to be more itself. The people who loved Pacifico weren't looking for a party. They were looking for an experience. Adventure. Discovery. The feeling of finding something before everyone else did.
What we did
We built a brand world rooted in exploration and understated adventure. Instead of relying on familiar beer-category clichés, we focused on the places, people, and mindset that made Pacifico unique. We extended that thinking across packaging, retail, merchandise, experiential programs, and content, creating a system that felt less like advertising and more like a lifestyle people wanted to be part of.
Pepper Roulette - OOH + POS + Bar game - Bar kits were created for roulette events at local bars
The introduction of Pacifico on tap for the first time in the US. These were the first kegs to cross the border. Each created by a local city artist, and the adventure documented on social all along the way.
What Happened
The work helped strengthen Pacifico's position as a culturally distinct lifestyle brand while creating a flexible system that could scale across channels without losing its roots. Pacifico grew to eclipse Corona in the portfolio with our strategy still carrying on today.
My Role
I led creative development and my team across brand, packaging, experiential, and campaign work, helping shape a long-term vision for the brand's growth. Working with countless music, lifestyle, travel bloggers and artists who all helped amplify the brand.
Agency: Creature
San Diego Bus Route - Jump on a route with stops at bars, surf shops and record stores
The original Pacifico smuggling vehicle. Twenty hand painted vintage VW vans, one for each market. Great for in-store displays and local events
murals and never before done ice box media
The first Physical destination website
