Back in 2015 Pacifico began to push its campaign more towards outdoor adventurers, and less exclusively surfers. The Adventure in a Glass campaign was developed to pioneer this new outlook into the consumer market. The program is built around bar promotions across national accounts that offer custom-illustrated glassware featuring unique locations that connect to a map of that market. Each glass is hand illustrated, collaborating with a team of marketers identifying locations, and copywriters to bring the overall tone and message to life. Campaign initially launched across ten markets in 2016, winning a GDUSA Graphic Design Award that same year. The program has since been expanded to twenty-five additional markets and now totals close to one hundred fifty illustrations in all.
