Rainier Beer goes wild again as iconic brand raises can to ‘new Seattle’ and huge influx of tech workers

Earlier than you pour one other one out for all that’s been misplaced in Seattle, take a minute to admire a brand new promoting marketing campaign from Rainier Beer, which presents a realizing nod to the iconic brand’s historical past whereas having enjoyable with the tech-infused instances we’re at the moment residing in.

Lengthy earlier than Seattle grew to become a number one tech hub, or a hotbed for the surge in craft beer, Rainier was entertaining locals with its basic advertisements, displaying “wild Rainiers” roaming the Pacific Northwest. Famed personalities such as Mickey Rooney and Rick the Peanut Man tracked massive bottles of beer trotting alongside on human legs.

It’s been a few years since Rainier, based in 1878, was brewed within the metropolis, even if its well-known pink neon “R” nonetheless glows atop the previous brewery simply off Interstate 5. The beer is now made out of state by Pabst Brewing Co. However the inventive vitality behind Rainier has come residence.

In a becoming replace for 2019, the wild bottles have been changed by strolling cans and the setting is decidedly extra city. In a bid to increase brand consciousness, Rainier teamed with Seattle company DNA with a storyline that facilities on leaving the rat race and returning Rainiers to their pure habitat.

“We had fairly candid conversations on how we predict issues are going right here within the Pacific Northwest, and simply how intense it’s gotten with 250,000 individuals shifting right here, housing, visitors, and so on.,” mentioned Michael Scott, brand supervisor for Rainier. “It used to be a spot the place individuals actually got here to ‘work to stay,’ if you’ll, not ‘stay to work.’ It was somewhat extra lighthearted. In order that was sort of the cultural context that we had and we actually thought individuals may use somewhat bit of levity, somewhat bit of amusing.”

With titles such as “Unhappy-ercise,” “Bored Assembly,” and “Tech Bro,” the 30-second advertisements play off the notion that any self-respecting Rainier can, or those that drink from such, would a lot quite be spending time exterior of town than coping with the grind of residing and working inside it. Tag strains embody “CAMPFIRES not commutes,” “TRAILHEADS not treadmills,” and “MOUNTAINS not conferences.”

Pink-suited Rainier workers are proven capturing the cans in modern-Seattle settings, tossing them in a van and driving them to a extra pure new residence.

“Whoa buddy, you’re free,” the can collector says in a single advert as he removes a phone headset from a now wild Rainier.

Steve Williams, govt inventive director at DNA, mentioned the problem was to rekindle the magic for what he referred to as “OG Northwesterns” who grew up with Rainier and the basic advertisements whereas additionally turning on a brand new phase of the inhabitants that’s shifting to Seattle and constructing a distinct place.

“So how do you write a chapter that speaks to each?” Williams mentioned. “That’s the place the 2019 model is available in the place the Rainiers have gotten domesticated and taken jobs in tech and have perhaps somewhat an excessive amount of attachment to units. [We] simply tried to play with that in an clearly surreal method and faucet that nice visible magic that Rainier has at all times had with their advertisements.”

Embracing what makes Seattle Seattle isn’t new for DNA. The company’s best declare to fame is perhaps its work for Pemco Insurance coverage and its Northwest Profiles campaign with the tagline, “We’re rather a lot such as you. A little bit completely different.”

New work can be on the horizon for the Mexican fast-food chain Taco Time as properly as Darigold, the longtime dairy farmer group.

The Rainier marketing campaign is predominantly digital, and advertisements will likely be proven in choose film theaters as properly. They’ve additionally relied on social media and a giant piece of the mission was the launch of a brand new beer, Rainier Summit, that included a 5-day-long stay stream to announce the product. A “nest cam” was arrange to watch the brand new cans “hatch” — extra of that “wild Rainier” spirt.

“As a result of we don’t have infinite budgets, we’re not going to be rolling deep on the Tremendous Bowl and that sort of stuff,” Scott mentioned. “We had to discover fascinating methods to punch above our weight.”

Despite the fact that it’s been years since Rainier was brewed within the metropolis, Williams — a transplant himself — mentioned the brand is synonymous with Seattle and the Northwest.

“I believe there’s a badge to it,” he mentioned. “I bear in mind once I moved right here from California, it felt like when you had a can of Rainier in your hand you bought your native badge. Even in case you’re sort of a craft [beer] head, it wasn’t an either-or factor, there’s room for each.”

And Scott, who has been selling the brand in his job for 4 years, clearly agreed. Whereas little breweries dot neighborhoods throughout Seattle and definitely the Northwest, and appear to particularly entice younger tech workers, Scott mentioned there’s a wholesome camaraderie between Rainier and craft brewers. Simply two years in the past, Rainier teamed with Ballard-based Reuben’s to create r&R Pils.

“We have now been right here for 140 years, the Pacific Northwest is unquestionably our residence,” Scott mentioned. “I like craft [beer] and Rainier as a brand performs very well with them. Are we in competitors? Yeah, but it surely’s sort of pleasant competitors. Most of the craft brewers that I do know drink Rainier whereas they’re brewing!

“The tech guys that do love craft additionally drink Rainier, as a result of what number of 7-percent IPAs are you going to drink earlier than you want to downshift?” Scott added. “Equally, all these tech guys have to get out from behind their screens now and again, and as a result of they’re residing within the Pac Northwest and we’re all outside lovers, I see them attempting to combine themselves into the neighborhood and total vibe of the [region]. This marketing campaign performs to each these issues.”


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