Pedro Pascal “La Vida Más Fina” x Corona USA
Role: Senior Strategist @ Wild Card Creative Group
Challenge
Pedro Pascal was everywhere in culture and synonymous with “America’s zaddy” across the internet. But leaning into that narrative risked feeling thirsty and one-note. For Corona, the challenge was to tap into his fandom authentically while reinforcing the brand’s Modern Latino heritage; positioning Pedro as more than a meme, but as a true cultural ambassador.
Strategy:
Pedro Pascal was everywhere in culture—“America’s zaddy,” meme darling, Emmy-nominated—but our job wasn’t to lean into the thirsty internet takes. Instead, I used social listening to uncover what his fans were really saying: they loved him for his authenticity, humor, and representation of a Modern Latino identity. That insight fueled a community management strategy designed to rally fans around their own narratives, rather than forcing one on him.
Execution:
Built a cross-platform playbook blending paid and organic distribution.
Designed fan-first prompts and replies that invited audiences to riff with Corona in Pascal’s voice and spirit.
Positioned him less as “America’s zaddy” and more as a cultural ambassador, tapping into heritage-driven storytelling.
Impact:
Delivered triple-digit lifts across engagement metrics.
3.6M+ total earned impressions
428.7K total earned social impressions
11.8% engagement rate
Cemented Pascal’s role as a cultural bridge between mainstream fandom and Latino heritage.
Proved that fandom thrives when brands don’t force a meme, but egg fans on to build it themselves.
