Once upon a time in Pacific Northwest advertising, an anthropomorphic creature known as Wild Rainier roamed the deep woods around Seattle. In order to get a glimpse of the beer in the wild and experience the refreshment, beer drinkers had to leave the comforts of their couch or bar stool and go outside.
Seattle agency, DNA, is now re-encouraging the region’s urban citizens to get in touch with the Earth, and with Rainer. The agency is actively rewilding the Rainiers. 
Free Yourself and Your Beer from the Overpriced Megapolis
“The domestication of The Rainiers is a metaphor for what is happening in the Northwest and Seattle in particular,” says Christine Wise, Chief Strategy Officer at DNA. “Our team at DNA saw an opportunity to reintroduce this legendary brand and to use its brand values as an antidote to the stress of modern-day life, as a way to urge people to get out and take advantage of this beautiful place we live in.”
After landing the assignment earlier this year, DNA developed the integrated campaign to refresh the Rainier brand and introduce its new light beer, Rainier Summit – a ‘lighter member of the species.’
To launch Rainier Summit, DNA hosted a five-day livestream of a nest filled with mysterious Rainier eggs. The nest was tended by a host of quirky characters, including an eagle, Sasquatch, beerbarians, and even the famous Pike Place Market fish throwers.
The livestream culminated with the eggs hatching, revealing giant cans of Rainier Summit which were celebrated and then excitedly guzzled by all the visiting creatures.
The Rewilding campaign extends to video and to cinema ads featuring unsuspecting Rainier cans being captured in offices, gyms and on the streets before being ‘rewilded’ back to the Northwest wilderness.
“It’s a dream assignment – taking a beloved brand with famously weird ads and updating it to reflect what’s happening today,” says Steve Williams, Executive Creative Director at DNA.
“Rainier’s roots are firmly planted in the Pacific Northwest. This new work is designed to give everyone a much-needed chuckle, bring the wild Rainiers back from near extinction to incite the outdoor enthusiast in all of us,” says Rainier brand manager Mike Scott.
Roots yes, but in 1977 the brewery was sold to G. Heileman Brewing Company and it passed through several more hands before finally winding up with Pabst Brewing, which closed the Seattle brewery in 1999.
Rainier Beer is now brewed under contract in Irwindale, California.
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