Mexico Via Pacifico highlighted what escape means for Pacifico drinkers. It's participatory, attainable, authentic and adventurous. The campaign lived primarily in print and outdoor media but evolved singificantly telling many stories of the Pacifico lifestyle.
The campaign was designed to share the rugged, down-and-dirty Pacifico lifestyle. Invitations in print were aimed at would be adventurers to discover Mexico Via Pacifico locations on the website. Locations were marked by Pacifico's iconic yellow caps.
Out of home allowed people to think beyond locations and focus on Pacifico activities- like pepper roulette, which crossed over from outdoor and films to real life, in-bar events. Pacifico folklore was also perpetuated in the form of hand painted walls that give heed to a simpler time. We also gave our journeyman target a chance to explore further with TV and a series of web spots.
20 Hand painted vintage VW vans were suppliedd to Pacifico distributors to promote in-bar events and for use as in-house displays. These vans were created as an homage to the original "distribution vehicles" used by surfers to bring Pacifico back to Southern California from Mexico.
2009 Print ads continued to relay the sense of adventure and the rugged lifestyle to introduce new products and play on the low tech affection of our journeyman target. Traditional outdoor was combined with alternative outdoor in the form of ice chest wraps in locations important to distributors relaying the traditional spirit of Pacifico.
The "Rooster Alarm Clock" was our first experiment with using technology to broadcast life I mexico. Using the Rooster Alarm Clock, you can be awoken by a real rooster- but you never know when the rooster will crow. Available online and iPhone.