Pacifico Unveils Its 'Find Your Own Way' Ad Campaign
Georgia Wray Norsten — April 2, 2025 — Marketing
References: adage
'Find Your Own Way' is more than a tagline -- it's the soul of Pacifico’s new brand platform, marking a fresh chapter for the beloved Mexican beer. Launched by Day One Agency, this campaign taps into Pacifico’s adventurous roots while reintroducing the brand to a broader audience beyond its Southern California base.
Shot on nostalgic 16mm film, the anchor ad, 'Discovered,' weaves together past and present in a sun-soaked origin story told through the lens of a bartender and a surfboard named 'Fortuito.' It’s a visual nod to the brand’s 1970s legacy and a call to everyday explorers who chase experiences over itineraries.
This is Day One Agency’s debut work with Pacifico -- and with a brewer -- and it’s all about blending heritage with modern appeal. From cinematic storytelling to bold digital activations like the Hideaway at Shaun White’s Snow League, Find Your Own Way invites consumers to embrace spontaneity, explore the unexpected, and discover Pacifico all over again.
Image Credit: Pacifico
Shot on nostalgic 16mm film, the anchor ad, 'Discovered,' weaves together past and present in a sun-soaked origin story told through the lens of a bartender and a surfboard named 'Fortuito.' It’s a visual nod to the brand’s 1970s legacy and a call to everyday explorers who chase experiences over itineraries.
This is Day One Agency’s debut work with Pacifico -- and with a brewer -- and it’s all about blending heritage with modern appeal. From cinematic storytelling to bold digital activations like the Hideaway at Shaun White’s Snow League, Find Your Own Way invites consumers to embrace spontaneity, explore the unexpected, and discover Pacifico all over again.
Image Credit: Pacifico
Trend Themes
1. Heritage Storytelling - Brands are weaving their histories into compelling narratives, captivating audiences with a blend of nostalgia and modern visuals.
2. Adventure-driven Marketing - Campaigns that promote exploration and spontaneity are resonating with consumers, who seek experiences over traditional itineraries.
3. Cinematic Branding - The use of film-like techniques in advertisements is creating immersive brand stories that engage viewers on a deeper emotional level.
Industry Implications
1. Alcoholic Beverages - Breweries are expanding their brand appeal by emphasizing heritage and lifestyle in marketing strategies to attract broader demographics.
2. Advertising Agencies - Agencies are crafting unique, narrative-driven campaigns that merge digital innovation with nostalgic storytelling, setting a new standard in brand promotion.
3. Filmmaking - The incorporation of classic film aesthetics into modern advertising offers filmmakers new opportunities to collaborate and translate brand stories artistically.
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