The Pacifico target is not just surfers, but adventure seekers of all types. They're known as Journeymen. The typical summer beer promotions, like BBQs, parties and vacations don’t cut it with this consumer. They want something authentic and unexpected. We delivered on this by offering up a program where with every 12- or 24-pack purchase, Pacifico would donate $1.00 toward 1 of 4 charities chosen by the consumer. Mountain, water, forest, and air icons were created to represent not only each charity, but also each type of adventure seeker. By enjoying Pacifico, consumers could also feel good about preserving the places where they find their adventures.