Choose Yellow

At a time when culture is increasingly washed in beige and blandness, Pacifico is leaning the other way. In its latest brand campaign, “Choose Yellow. Choose Pacifico”, the brand is embracing its signature yellow not just as a color but as a distinct point of view, carving out a space that is vibrant, pulsing and unmistakably its own.

Pacifico, a brand known for embodying a thirst for life, is inviting consumers to Choose Yellow and seek out the moments that make them feel most alive. Pacifico's iconic yellow is instantly recognizable and impossible to ignore. This distinct brand visual is a spotlight for this campaign and all that it represents.

Created in partnership with Day One Agency, the campaign comes to life through a series of visceral, energetic moments, spontaneous detours, late-night music and bold flavors, each showing how “Choosing Yellow” is a way of moving through the world.

The Not Just A Beer :30 transforms the Pacifico life ring, featured on every bottle and can of Pacifico, into a portal of energy, movement, and vibrancy. Pacifico takes the viewer through the lifering on the can and flow through colorful moments of life in motion – friends taking an unexpected detour down a bike trail, a group drawn toward the thump of music and the glow of a yellow-lit party, hot sauce sparking laughter around a taco stand. Each moment builds on the last, revealing Pacifico is more than a beer. Yellow is more than a color. It’s an invitation to live like you mean it.

In :15 Yellow Door “yellow” leads the way. A group of friends buy Pacifico in a bodega and notice a bright yellow door in the back, with music thumping and light spilling through. The bodega owner gives them a knowing nod, encouraging them to go in. When they open the door, it reveals a hidden party filled with live music and dancing.

Living Yellow is a :15 high-energy, high-impact cut, where yellow is a magnet pulling viewers into spontaneous detours, electric gatherings, and the moments when life is lived at its fullest

The films showcase Pacifico’s iconic yellow is instantly recognizable and impossible to ignore. Each spot builds meaning around this distinctive brand asset, anchored by the beloved track “Bohemian Like You” by The Dandy Warhols. The song reinforces the spirit that has always defined Pacifico – laid-back, confident, and driven by a thirst for living.

“Choose Yellow” is currently running across broadcast, OLV, and social. This is Day One’s second brand campaign with Pacifico, following last year’s brand defining ‘Find Your Own Way’ campaign.