Project Description
PABST BREWING / RAINIER BEER
Calling Beer
Drinkers Back
To The Wild
Industry:
CPG, Adult Beverages
The Lowdown
Following the success of the Rewild the Rainiers campaign, we had to keep Rainier’s momentum going with a new chapter in the brand’s beloved lore. So we turned to the idea of lore itself with the Barbeerian, whose resounding call to locals—both new and native—got folks to get outside while shifting the brand into full-on engagement mode.
In a pure nostalgia play for our
core drinker, we flooded the brand
with ’80s cartoon vibes.
With GIPHY stickers and caption contests, we handed fans the reins.
IMPACT
+63%
increased in unaided awareness
+53%
increase in brand recognition
40%
above YouTube benchmark completion rates
We don’t fuck around. And when we do, we don’t fuck around.
Let’s Talk