From 'Yellow Caps' to White Caps
Pacifico summer campaign targets consumers' sense of adventure
Published in CSP Daily News
CHICAGO -- Pacifico, the pilsner-style Mexican beer, is giving consumers a taste of its laid-back lifestyle with the new Yellow Caps marketing effort, the brand’s biggest campaign to date, set to roll out this summer.
The moniker Yellow Caps was affectionately coined by bartenders and refers to Pacifico’s bright yellow bottle caps, which are easily identifiable in crowded beer coolers. The Yellow Caps campaign, created by GSD&M, makes use of the iconic caps to engage consumers; the underside of every cap is printed with GPS coordinates marking one of 21 incredible spots throughout Baja, mainland Mexico and on the Pacific coast of the United States.
Each cap encourages consumers to visit Pacifico’s new website, DiscoverPacifico.com. Consumers who visit the site and enter the coordinates from their caps will drop in to a unique locale and activity like spearfishing in Santa Maria Bay, surfing the white-capped waves in Scorpion Bay or camping on Playa el Requesón. With more than 120 million printed bottle caps released, this is Pacifico’s widest-reaching marketing effort to date.
“Pacifico’s popularity has expanded significantly in the last five years; it is now available in all 50 states,” said Jim Sabia, chief marketing officer for Constellation Brands Beer Division, Pacifico’s exclusive U.S. importer. “This new campaign gives every Pacifico drinker the opportunity to experience the Baja lifestyle that shapes the brand’s boundless spirit.”
Visitors to DiscoverPacifico.com will experience the location-based videos and explore a gallery of user-generated Twitter and Instagram content reflecting the Pacifico lifestyle. The site will also feature artists and adventurers that live the brand’s essence, like legendary surfer and director Taylor Steele, who directed and shot the video content for Pacifico.
“The goal for this campaign is to enhance our media plan by maximizing the use of the assets we already own—the bottle caps—to introduce consumers to the Pacifico lifestyle,” said Jay Russell, chief creative officer at GSD&M. “The GPS coordinates tap in to the curiosity of our consumers and lead them to places that embody the spirit of Pacifico.”
Additional creative elements include Flash and rich media running nationwide. Two 30-second TV spots, print and out of home will run in select California markets. A national retail promotion called Uncap Pacifico will take place during key summer months and features sweepstakes giveaways that celebrate the adventurous lifestyle, such as kayaks and beach cruisers.
Constellation Brands Beer Division, Chicago, is the No. 3 beer company in the U.S. and the exclusive brewer, marketer and supplier of a growing portfolio of high-end, iconic, imported beer brands for the U.S. market. The portfolio includes Corona Extra (the No. 1 imported beer in the U.S. and No. 5 beer overall), Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria beer brands. The Beer Division also imports the Tsingtao beer brand in the U.S.