Constellation Brands Beer Division, Chicago, will roll out a new “Yellow Caps” campaign for its Pacifico pilsner-style Mexican beer brand this summer. The moniker “Yellow Caps” was coined by bartenders and refers to Pacifico’s bright yellow bottle caps.

Created by Austin, Texas-based advertising agency GSD&M, the campaign makes use of the brand’s signature yellow caps to engage consumers. The underside of every cap is printed with GPS coordinates marking one of 21 spots throughout Baja, mainland Mexico and on the Pacific coast of the United States. Consumers can enter these coordinates on Pacifico’s new website, www.discoverpacifico.com, which will then connect them to information and videos about a unique locale and activity, such as spearfishing in Santa Maria Bay, surfing in Scorpion Bay or camping on Playa el Requesón.

With more than 120 million printed bottle caps released, this is Pacifico’s widest-reaching marketing effort to date.  

“Pacifico’s popularity has expanded significantly in the last five years; it is now available in all 50 states,” said Jim Sabia, chief marketing officer for Constellation Brands Beer Division, Pacifico’s exclusive U.S. importer, in a statement. “This new campaign gives every Pacifico drinker the opportunity to experience the Baja lifestyle that shapes the brand’s boundless spirit.”

Visitors to www.discoverpacifico.com will experience the location-based videos and explore a gallery of user-generated Twitter and Instagram content reflecting the Pacifico lifestyle. The site also will feature artists and adventurers that live the brand’s essence, like legendary surfer and director Taylor Steele, who directed and shot the video content for Pacifico.

“The goal for this campaign is to enhance our media plan by maximizing the use of the assets we already own — the bottle caps — to introduce consumers to the Pacifico lifestyle,” said Jay Russell, chief creative officer at GSD&M, in a statement. “The GPS coordinates tap into the curiosity of our consumers and lead them to places that embody the spirit of Pacifico.”

In coordination with the campaign, two 30-second TV spots, print ads and out-of-home advertising will run in select California markets. A national retail promotion called “Uncap Pacifico” also will take place during key summer months and will feature sweepstakes giveaways, such as kayaks and beach cruisers.