Refreshing Pacifico to reach a younger target audience
When Pacifico revised its target audience to target Gen Z, it became clear that we were going to have to shift its brand initiatives to appeal to a younger audience. We turned the brand's anchor into a beacon for adventure and encouraged our consumers to live life "anchors up": with freedom and joy.
Around the summer season, we partnered with a cause and enlisted our consumer's help to preserve areas of outdoor adventure around the country. We then gave our consumer the opportunity to win a trip to explore the very places we were helping preserve.
Social Content with Daniel Diosdado.