Pacifico retells its origin story in first ads by Day One Agency

Pacifico, the Mexican beer that has long fashioned its identity around discovery, is preparing to be discovered itself. A new brand platform called “Find Your Own Way” from Day One Agency seeks to inspire exploration as Constellation Brands prepares to expand Pacifico from its Southern California stronghold. Day One won the Pacifico creative business in a review last summer; this is its first work with the brand, and its first with a brewer. Shot on a Bolex 16mm film camera, “Discovered” evokes a 1970s feel and accompanies storytelling from a bartender whose account may be first-hand—a surfboard reads “Fortuito” (or fortuitous in Spanish) and appears in both the present-day and flashback scenes. A separate 15-second spot called “A Story to Tell” delivers product beauty shots. The origin story provided Day One with an opportunity to re-establish the legacy of the beer and became “jumping-off point” to explore bigger ideas and “tons” of social content, said Jamie Falkowski, chief creative officer at Day One Agency. “We’ve thought a lot about the audience that we can resonate with here and what message is going to inspire them,” Falkowski said. “In collaboration with the Constellation team, we homed in on this idea of the everyday explorer, someone who is looking for something, maybe off the beaten path, and is out searching for the joys in life.” The spots will run across digital, social, streaming audio and TV, along with experiential, out-of-home and influencer marketing efforts. “Find Your Own Way” guided Day One Agency’s experiential activation called the Hideaway for an event for Shaun White’s Snow League in Aspen, Colorado, in early March. Pacifico is the third largest U.S. Mexican beer brand behind Constellation sisters Modelo and Corona, respectively. It is No. 2 in California and growing rapidly. “Pacifico has done extremely well in Southern California, and they were already seeing a huge opportunity to grow awareness and perception of the brand,” Falkowski said, describing the brief. “A big part of the job was to help them define how Pacifico would show up, and they really wanted to work with a partner that was going to help build the brand in a digital-first way.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Pacifico retells its origin story in first ads by Day One Agency

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