Pacifico doubles down on yellow in new campaign

Pacifico is leaning hard into its most recognizable asset, its signature yellow, in a new campaign from Day One Agency that turns the color into a full-blown mindset.

Titled “Choose Yellow. Choose Pacifico,” the campaign positions yellow not just as branding, but as a way of moving through the world, vibrant, spontaneous, and impossible to ignore. In a cultural moment often defined by muted palettes and safe choices, Pacifico is making a case for standing out.