Pacifico Beer Veers Off Tourist Path

Corona positions itself as synonymous with perfect Mexican beaches, Dos Equis as the sexy side of Mexico. Now Barton Beers is touting its Pacifico brand as the embodiment of a more authentic—even scruffy—side of Mexico.

“This is a Mexican adventure beer,” said Jim Haven, co-cd at Creature, the Seattle boutique that crafted the campaign. The ads target people who “eat street food and go camping” when in Mexico, he said.

One of three print executions in May magazines shows a Jeep carrying surfboards and taking a dirt road toward a beach.