Pacifico is targeting Gen Z with a digital campaign starring real, relatable young people. 

Pacifico is targeting Gen Z with a digital campaign starring real, relatable young people. The Constellation Brands-owned beer brand is launching a “Live Life Anchor’s Up” campaign aimed at young drinkers, which feature 15-second ads and 30-second videos “that profile independent personalities.” Each spot focuses on different personalities from a professional surfer sharing their favorite spots in SoCal, a skateboarder at the X Games, a sand artist creating artwork at the beach, and a couple finding outdoor adventure close to a city. According to the company’s internal research, Pacifico’s values “align with those held by Gen Z, with a shared premium placed on being unique and independent.” YPulse’s ad/marketing effectiveness report found that 28% of 13-19-year-olds say that ads representing people like them give them a more positive view of a brand. (Marketing Dive)