Project Description
PABST BREWING / RAINIER BEER
GETTING RAINIER BACK TO ITS ROOTS
Industry:
CPG, Adult Beverages
![RAI_ReWild_Can_Crop](https://dnacreates.com/wp-content/uploads/2022/03/RAI_ReWild_Can_Crop.png)
The Lowdown
Rainier Beer is famous for its weird, old ads featuring larger-than-life ‘wild Rainiers’ roaming the Pacific Northwest wilderness. But these days–much like the rest of us–the wild Rainiers have adopted a more urban lifestyle, with boring office jobs and gym memberships. So to re-boot this beloved brand after years of marketing hibernation, we started the ‘Rewild the Rainiers’ movement to re-introduce the majestic Wild Rainiers to their natural habitats. And along the way, we all might just benefit from a little wild in our lives as well.
WHEN DID TREADMILLS REPLACE TRAILHEADS?
LIFE IN A CUBICLE IS NO LIFE FOR A WILD RAINIER.
![Rainier Rewild Posters_Layer Comp 3 Two Rewild posters containing Rainiers going about their normal chores.](https://dnacreates.com/wp-content/uploads/2022/03/Rainier-Rewild-Posters_Layer-Comp-3.jpg)
Why launch beer when you can hatch it?
Rainier was launching a new light beer, Rainier Summit into a crowded category with a fraction of the big beer budgets. So we ditched the typical marketing playbook and unleashed the Wild Rainier spirit with a five-day livestream.
IMPACT
63% increase in unaided awareness
53% increase in brand recognition
![RAI_Rewild1_Impact_V1 Two wild Rainiers frolicking in a mobile phone screen.](https://dnacreates.com/wp-content/uploads/2022/03/RAI_Rewild1_Impact_V1.png)
We don’t fuck around. And when we do, we don’t fuck around.
Let’s Talk