Find Your Own Way

Life isn’t lived from the sidelines, but rather it’s a never-ending game of discovery and adventures. Pacifico has embodied this sentiment since the 70s – becoming a staple for the everyday explorers. Now the brand is looking to expand its free-spirited ethos from coast to coast.

Pacifico tapped Day One Agency (D1A) to define its brand purpose while transforming it into a leading digital-first beer brand across the U.S.

The bold new brand platform, Find Your Own Way, showcases Pacifico as the beer for those who take the path less traveled. Inspiring everyday explorers to embrace the journey, break free from the familiar, and carve their own way, this platform and fully integrated, national brand campaign of the same name is designed to help fuel people’s thirst for discovery and celebrate life’s detours.

The hero :30 spot— ‘Discovered by Accident’—is inspired by the brand’s (rumored) origin story. Shot on Bolex 16mm film camera, the 70s-esque spot tells the tale of a group of surfers who, in search of a legendary wave in Mexico, accidentally stumble upon Pacifico and bring it back to California.

:15 spot of ‘A Story to Tell’ delivers a close-up view of the crisp, golden Mexican lager, using stunning beauty shots and voice-overs to showcase its refreshing qualities and drive thirst appeal in any viewer.

Find Your Own Way will run across digital, social, streaming audio, and TV. Additionally, the campaign will include experiential, PR, OOH and influencer marketing efforts.

This launch reinforces the new Pacifico brand purpose—Fueling the Thirst for Discovery— to inspire modern explorers while expanding the brand’s reach beyond its West Coast stronghold.

Pacifico recently teased the brand platform through its new partnership with The Snow League, founded by three-time Olympic gold medalist Shaun White. At the Snow League’s inaugural event in Aspen, CO from March 7-8, the brand used the #FindYourOwnWay across its on-site activation, and created The Hideaway by Pacifico, an exclusive “Find Your Own Way” inspired afterparty featuring exclusive merchandise, Pacifico beer, a special appearance from Shaun White and a Chromeo DJ Set (assets linked here).

This is the first creative work from D1A after being named Creative AOR following a competitive review this summer. The agency is leading the brand’s go-to-market strategy, including planning and creative for 360-degree campaigns across above-the-line, digital, OOH, social, and influencer.