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Site Search Cramer-Kasselt, Pacifico target Gen Z with digital-first campaign amid nationwide expansion
Constellation Brands is launching a digital-first campaign aimed at young adults for its Pacifico beer label, including four 15-second spots and several 30-second videos that profile independent personalities. The effort, created by Cramer-Krasselt, is as part of its broader “Live Life Anchor’s Up” campaign aimed at Gen Z consumers.
Dive Brief:
- Constellation Brands is launching a digital-first campaign aimed at young adults for its Pacifico beer label, including four 15-second spots and several 30-second videos that profile independent personalities. The effort is as part of its broader “Live Life Anchor’s Up” campaign aimed at Gen Z consumers, per information shared with Marketing Dive.
- Each spot focuses on different personalities, such as a professional surfer who shares his favorite spot in Southern California to catch waves, a skateboarder at the X Games, a sand artist who creates temporary artwork at the beach and a fictional couple who finds outdoor adventure close to a city. Pacifico also created 30-second profile videos for the surfer, skateboarder and sand artist.
- With Pacifico’s U.S. sales last year hitting a record, the brand hopes to maintain its momentum by expanding messaging nationally and on media channels with higher viewership among Gen Z, including Hulu, YouTube, Twitter, Snapchat, Facebook, Instagram, Twitch and Spotify.