While they await the HomeAway decision (with unbridled enthusiasm), GSD&M has been awarded the creative business for two Crown Imports brands in the meantime. The Austin-based agency will now support the up-and-coming Pacifico and Victoria brews (#15 and #20 import beers in the U.S., respectively, according to their stats) on general market consumer positioning, creative strategy and execution.
GSD&M, whether you know it or not, was involved in the Corona Light/Modelo pitch from a couple of months ago, though those two accounts eventually went to Goodby. But, apparently, the Austin operation made an impression on Crown at the time, which explains why the agency won two pieces of business today. In a statement, Crown Imports CMO Jim Sabia says, “Our current momentum coupled with projected growth for Victoria and Pacifico requires innovative creative executions. Moving forward GSD&M’s work will deliver on that need, further positioning Victoria and Pacifico to build on current success and fully leverage the incredible potential of these great beer brands.”
The Pacifico and Victoria creative work had previously been handled by Creature and Pereira & O’Dell, respectively. Having now taken over, GSD&M will be implementing new ad creative in the U.S. for Pacifico while also helping gain visibility and building brand loyalty for the relatively new Victoria beer. From what we hear, the agency is also building a bar in their office, so now we have a pretty good idea what they’ll be stocking it with.