PABST BREWING / RAINIER BEER
HATCHING A MUST-SEE DIGITAL EVENT
CPG, Adult Beverages
Light beer is one of the most ‘established’ of categories. So when Rainier wanted to launch their new light beer, Rainier Summit, we knew we were taking on a crowded category full of brands with massive budgets. Luckily for us, Rainier Beer had a history of quirky ads featuring ‘Wild Rainiers’ roaming the Pacific Northwest wilderness, which fueled an idea that was built to cut through the noise. Taking a page from mesmerizing webcams of wild animal nests, we ‘hatched’ the new beer with a five-day livestream centered on a massive nest full of mysterious ‘R’ eggs and a doting human-sized eagle. We engaged fans daily on social to let them vote on which quirky characters visited the nest, before ultimately revealing the new beer on the last day—creating an epic launch that punched way above its budgetary weight.