GETTING RAINIER BACK TO ITS ROOTS

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.

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.