Cerveza Pacífico: Cerveza Đ El Pacífico
A a beer from Mazatlán, Sinaloa, with over a century of history. Paradoxically, while it takes its name from the Pacific Ocean that borders Mazatlán, it originates from one of the most violent regions in Mexico.
Rather than creating something entirely new, we immersed ourselves in the brand’s roots through extensive research. There, we found the inspiration needed to propel it into the future. Pacífico is more than just a beer—it embodies a way of life, a way of being. While Sinaloa is often associated with violence, visiting the region and meeting the people of Mazatlán reveals a distinct culture and spirit—something rare to find in other cities.
With this in mind, we relaunched the brand under a bold new concept: Cerveza del Pacífico. Building on this idea, we completely reimagined its packaging and campaigns across all media, capturing the true essence of Mazatlán in a new light. Our goal was to revive everything that made this beer so beloved on Mexico’s west coast, reconnecting it with its heritage while bringing it into the present.
Role: Creative Art Director, Graphic Designer
Copywriter and Creative Director: Carlos Bayala
Photographer: Charlie Clift
Music: Paola Decanini
Campaign Craft
Photography and film were key to reimagine this place and bring it back to its roots. We simply had to point the camera in any direction and we would rediscover what Mazatlán actually is an represents. And that’s exactly what we did. Leave all the things we heard in the news behind and immerse ourselves in this beautiful coastal town that has plenty of stories to tell.
Music became a key part of storytelling, because instead of saying something, we used music to make audiences feel it. Feel how peaceful and beautiful Mazatlán is, and how, against all prejudice Mazatlán can actually be the place that best represents Peace. This also pushed us to suggest ABInveb to create a lighter version of Pacífico called Suave, as a way of encouraging moderate drinking. Suave became a big part of Pacifico’s business representing almost 25% of the brand total sales.
After the relaunch, Pacífico became the 5th most sold beer in México after years of being just a local brand for the West Coast.
Post-Pandemic Relaunch
After launching the brand in 2019, the world was hit by the pandemic. Communication came to a halt, and the momentum the brand had been building was delayed. However, in the summer of 2020, Mexican authorities decided to reopen the beaches.
This commercial represents the Pacific Ocean, narrating its wait during that time and welcoming all Mexicans back to the shores.
