New York Times: A Mexican Beer Rides a Social Media WaveAugust 16, 2012
From New York Times:
Pacifico, a Pilsner-style Mexican beer popular among California surfers, is running its first major national advertising campaign as it broadens its distribution across the United States.
Imported into this country for over 20 years, the beer is brewed in Mazatlán, Mexico, near the Pacific Coast, and distributed by Crown Imports, a joint venture between Grupo Modelo and Constellation Brands, an alcohol producer, importer and marketer. Crown Imports also distributes Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Victoria beers from Mexico, and imports Tsingtao beer from China.
According to Jim Sabia, Crown Imports’ chief marketing officer, 5.5 million cases of Pacifico are sold annually in the United States, over 40 percent of them in California. Crown Imports’ goal, he said, is to increase sales to 10 million cases a year within 10 years. The beer is currently available in bottles in 50 states and on tap in 37.
With demand for craft and imported beers growing, Mr. Sabia said now was the “perfect time” for Pacifico to step up its marketing communications.
He said the new advertising, budgeted at $5 million for one year starting last month, is aimed at men ages 21 to 34.
According to Duff Stewart, chief executive of GSD&M, the Austin, Tex., agency that developed the new campaign, Pacifico’s target audience “is interested in things that are authentic, they’re really not interested in brands that talk at them. We wanted to create an authentic way to reach the target audience, compared to the heavy-handed, traditional approach. We are using the social aspect of Facebook to allow the target to discover Pacifico.”
Andy Miller, a creative director at GSD&M, added:
“Because Pacifico has a smaller budget than other brands, we wanted to tap into the social nature of Facebook. We’re trying to be more nimble with money.”
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