US: Crown Imports unveils Pacifico's first national ad campaign
Click through to view Pacifico's Facebook page
Pacifico is to get its first national advertising push in the US, brand owner Crown Imports has announced.
Crown Imports, a marketing distribution JV between Constellation Brands and Pacifico brand owner Grupo Modelo, said the “State of Pacifico” campaign will include online, outdoor and experiential "elements". The initiative will roll-out in the US from next Monday (20 August).
The company did not reveal how much is being spent on the campaign.
Crown Imports claims the beer is the "choice of surfers". “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, Crown Imports' CMO.
For the campaign, Pacifico’s Facebook page will allow users to virtually explore “locals-only” hangouts, including Arroyo Tapiado Mud Caves in San Diego, Niland’s Salvation Mountain and Wacko Soap Plant in Hollywood.
The brand is posting double-digit growth in the year-to-date boosted by its expansion on draught, Crown Imports said. On draught, Pacifico is now available in 37 states, while bottles are on the market in all 50 US states, the company said.
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