Pacifico Beer is going on a road trip and fans of the adventurous beer brand can follow the journey’s progress on Facebook as a part of the “Well Traveled Beer” campaign. The new summer campaign debuts June 6 and highlights Pacifico on draft, which launched on the west coast in May 2010.
The “Well Traveled Beer” campaign will further develop consumer awareness for Pacifico, and specifically it’s availability on draft. In the spirit of the brand’s Journeyman target, a team of ambassadors has been selected to join the kegs on a once-in-a-lifetime experience, seeking out adventure, documenting and blogging about the trip as they travel to participating markets in a way that is very Pacifico. The trip will stat in Mexico and go through Phoenix, San Diego, L.A., San Francisco, and finish up in Seattle.
Creature, Pacifico’s agency of record, will assist in the documentation of the trip in real time on video, via blog postings, and on the Pacifico Facebook page www.facebook.com/PacificoBeer, which will serve as the hub for the road trip. A keg will be created for each stop on the trip and will reflect the adventures found in each city. For each market, a local artist will join the road trip and help find inspiration along the journey to paint and decorate each keg. After the road trip is complete, on-premise events in each city celebrating the keg’s arrival will serve to remind consumers about Pacifico and will live as a permanent piece of point-of-sale at a local account.
“The Pacifico drinker likes to live life to the fullest and find adventure along the way,” said a brand representative from Crown Imports LLC. “The ‘Well Traveled Beer’ campaign taps into the spirit of the journeyman and reminds consumers that Pacifico on draft is a great choice for adventure seekers.”
Digital ads will run on websites that appeal to Pacifico’s target consumer, including travel and adventure, music, action sports and arts and culture. Local print advertising will also be placed to drive traffic to the Pacifico Facebook page.
