Can Rainier Beer, Once a Symbol of the Wild, Escape City Life and Return to Its Roots?

Seattle agency DNA aims to 'Rewild the Rainiers'

Rainier beer, once a symbol of the wild Pacific Northwest, has become sadly urbanized.

There once was a Seattle-born beer that intimately understood the definition of “wild life.”

Decades ago, Rainier Beer staked its claim as the beverage for those who wished to enjoy a “mountain fresh” experience. The wild Rainier—a two-legged Rainier bottle that freely roamed the Pacific Northwest wilderness—stood as its reluctant mascot. Even Mickey Rooney had the great fortune of spotting a wild Rainier in all its majesty:

But now the Rainiers live a modernized (and dull) existence. They’ve ditched the forest and apparently taken up life in urban civilization, which includes getting office jobs and gym memberships. With the help of Seattle-based creative agency DNA, the brewery is campaigning to “Rewild the Rainiers.”

The short ads about this urban evolution feature the cans engaging listlessly in their new lifestyles just before they are rescued and re-released into nature.

They are reunited with free-roaming Rainiers, including the brand’s newest light beer, Rainier Summit. Together, they are free to frolic and re-acclimate themselves to the brand’s natural roots. If you find the imagery a little strange, well…that’s perfectly fair. But it’s also representative of how urban development has become a distraction from Seattle’s natural beauty.

“The domestication of the Rainiers is a metaphor for what is happening in the Northwest, and Seattle in particular,” explained Christine Wise, chief strategy officer at DNA. “Our team at DNA saw an opportunity to reintroduce this legendary brand and to use its brand values as an antidote to the stress of modern-day life, as a way to urge people to get out and take advantage of this beautiful place we live in.”

To really commit to the wild theme, Rainier also hosted a 5-day livestream of the “hatching” of Summit, complete with a large nest and an eclectic gathering of characters, including the famous Pike Place Market fish throwers. It truly does not get more Seattle than that.

CREDITS:

Client: Pabst Brewing
Luke Atkinson, SVP, Marketing
Andrew DeMatos, Creative Director
Michael Scott, Brand Manager, Rainier Beer

Agency: DNA
President: Chris Witherspoon
Chief Strategy Officer: Christine Wise
Executive Creative Director: Steve Williams
Dir. of Communications Strategy: Summer Slater
Senior Art Director/Designer: Lindell Serrin
Senior Copywriter: Saedi Hitner
Account Director: Annie Richards
Project Manager: Sydney Fullerton
Senior Data Strategist: Rob Scherzer
Production Co: Petting Zoo
Head of Creation & Content: Gabe Hajiani
Director: Justin Hooper
Senior Producers: Maddy Giordano, Kat O’Hara
DP/Editor: Sean McGrath
VFX/Color: Nicolas Gomiero
Mix: Hearby Sound
Music: Marmoset
Costume Design: Ron Leamon
Production Design: Loren Dutton
Prop Builder: John Lavin
Set Decorator: Amanda Pitsch
Scenic Carpenter: Paul Davidson
Lighting Designer: David Doctor Rose