Pacifico is a lifestyle that also happens to be brewed, a beer that’s not for couches or cupholders.

To connect with a new wave of adventurers, we set out to inspire them with a #LiveLifeAnchorsUp main campaign that follows those who follow their own path #IYKYK, go wherever their passion takes them #CrashTheGames and showed everyone that living life anchors up is always within reach #CloserThanYouThink. With Lakai, we created a co-branded footwear collection embodying the Pacifico spirit.

In no time, we transformed Pacifico from a niche California surfer brand into the fastest-growing beer in its category, resonating with misfits and outdoor adventurers everywhere.