The Joester Loria Group has tapped Knockaround, the San Diego-based sunglasses brand, for a Pacifico design collaboration. Cerveza Pacifico Clara is a “Top 20 US Imported Beer Brand” and was named a “Top 30 Momentum Brand” by IRI. With annual sales of over 6 million cases, Pacifico’s volume/point of distribution outpaces key competitors including Sierra Nevada, Fat Tire, Dos Equis Ambar and Blue Moon Seasonal.
Pacifico’s journey from tiny cantinas in Baja, to the back of surf vans in SoCal, to places off the beaten path, has made the popular beer brand a symbol of discovery and the perfect way to celebrate it. Pacifico has deep roots in Southern California surf culture and is building on that authenticity as the official sponsor of the U.S. Open of Surfing and the U.S. Open Snowboarding Championships.
The unique design of the sunglasses is reflective of both brands’ Southern California roots. Both Knockaround and Pacifico embody the spirit of the Pacific Coast lifestyle—laid-back attitude, active, optimistic, and spontaneous—and of course, a deep appreciation for surf culture.
Inspired by the Pacifico story: discovered in Baja and imported by surfers, the Pacifico sunglasses feature gradating Ocean Blue fronts (as clear as the Pacific), translucent Baja Yellow arms with a topographic print on the outside, matte Ocean Blue K logos, and polarized Coastal Sunset lenses with a life ring logo lens-etch.
Featuring Knockaround’s best-selling frame, these glasses are form-fitting, universally flattering, and provide full UV400 sun protection. Each pair comes with all the tools needed to make a great discovery: the sunglasses are packed in a Baja map box alongside a bottle opener (that doubles as a surf wax comb), a neoprene pouch that can store your shades or chill your beer, a topographic-print Knockaround sticker, and a collector’s card. All of which are easy to carry when it's time to explore—the only thing missing is an ice cold bottle of Pacifico!
The Pacifico x Knockaround brand extension will be supported by cross promotional marketing efforts, expected to generate over half a million impressions, that will take consumers on the “Path Less Taken.” The marketing campaign includes a social media content campaign, product giveaways, targeted email blasts and a dedicated Pacifico landing page on Knockaround.com. The Pacifico sunglasses launched on Wednesday, June 15h on Knockaround.com.