Challenge

Buffalo don’t surf.

Pacifico is the kind of beer you’d reach for at some chill little bar nestled in a surf town like Santa Cruz. That’s cool. But Constellation Brands wanted to make it relatable to people in San Antonio, Albany and Oklahoma City. Places not known for surfing, but still home to culture just as interesting to explore as the waves. That’s where we came in.

Approach

A pint of buried treasures.

Our customers might be a few thousand miles from the breaks of La Jolla, but they can still share that feeling of discovering something new in their own cities. We illustrated custom branded pint glasses for each city with nearby sites to explore, which Pacifico distributed to local bars. These captured the active spirits of surfers in a way everyone could identify with.

A new wave of trends and friends.

We continued to pair surf culture with unique points of passion for each community. Snowboarding became a natural fit in mountain towns, while creating Yappy Hour for dog-friendly bars embraced the casual cool of the brand.