Rainier Beer: Rewild the Rainiers
Rainier is an iconic PWN brand. A badge of honor for in-the-know locals who wear that badge with pride. From the classic “raaiiiiii-neeiirrrrrr-beerrrrrr” motorcycle ad to bottles with legs (AKA Grazers), the brand had always been memorable. But as Seattle had rapidly grown, that badge had lost its luster. We needed to reindroduce the brand and what they’re all about to a whole new audience, and that audience was overwhelmingly one key demographic—young professionals and specifically, tech workers.
So we decided to rewind the tape and run it back, this time modernizing the Grazers as adventure-friendly cans with legs. We then contrasted the city grind with the reason anyone in their right mind would live in the PNW in the first place—nature—encouraging new Seattleites to “rewild” the Rainiers.
So we decided to rewind the tape and run it back, this time modernizing the Grazers as adventure-friendly cans with legs. We then contrasted the city grind with the reason anyone in their right mind would live in the PNW in the first place—nature—encouraging new Seattleites to “rewild” the Rainiers.
client: Rainier Beer
media: broadcast video, OLV, DTV, social, print, POS
industry: beverage
market: regional
media: broadcast video, OLV, DTV, social, print, POS
industry: beverage
market: regional
Point of Sale
Rainier Summit Launch: The Nest Cam
The cherry on top of the Rewilding cake was the launch of a new Rainier product, Rainier Summit: the lighter, not tamer new genus of the Rainier species. To tease the product, we created the Rainier Nest Cam, a 5 day livestreamed stunt with elements of Rainer lore, PNW culture, live fan engagement, and ultimately the hatching of the cutest little baby Summit the world has ever seen.
We then extended the Rewild spots to release the new Summit cuties to the resident herd in some really fun ways. Cheers!