Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
The launch of Rainier Special Dry in Seattle was almost thwarted at the eleventh hour by a decisions by Anheuser-Busch to launch Michelob Dry nationally the same week. The "Dry Season" campaign for Rainier Special Dry successfully generated curiosity, excitement and trial for the new product, blunting the impact of the Anheuser-Busch launch and ensuring that initial sales forecasts were met and exceeded.
Brand: Rainier Special Dry
Client: Rainier Brewing Company
Agency: Chiat/Day/Mojo Inc. Advertising