• Brandweek, Thursday, January 25, 2007 11:47 AM

Crown Imports is rolling out its first U.S. TV campaign for Pacifico, an imported beer from Mexico. "Mexico via Pacifico" ads were shot with Super-8 cameras for a home-movie effect. They show the Baja experience by following surfers on an off-the-beaten-path excursion.

In one, roosters wake travelers on the beach who surf, play cards and watch the sunset, while a title card urges viewers to "set their rooster to Pacifico standard time." The effort is set for a two-year run with outdoor ads and print in titles including Backpacker, Blender, Esquire and Men's Health.

The campaign wants to focus on Pacifico¹s prestige, which comes "from the memories of traveling through Mexico and its strong connection to that experience," says Kevin Kramnic, vice president-promotional marketing for Crown, a Chicago-based joint venture between Constellation Brands and Mexico's leading brewer Grupo Modelo, which also makes Corona.

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