The Seattle ad agency DNA is reviving a Rainier campaign from the ’70s and ’80s, one that featured beer bottles with legs running through town and forest as “Wild Rainiers.” (One of the legged bottles remains captive at MOHAI.) Please note this: One of the most interesting facts about Seattle Mayor Jenny Durkan is that she was once a Wild Rainier herself. Though the beer is now made elsewhere, it lives on in hats and jackets and minor league baseball swag - and, of course, in Seattle’s hippest bars, where you can order a tallboy of “Vitamin R” and where you just might find the beer hoisted by arms decorated with the popular “R” tattoo. The Old Rainier Brewery building has restored the familiar “R” logo on its roof in SoDo (the original is a centerpiece of the Museum of History and Industry’s main gallery). Today, many of the old classic Northwest beers aren’t made here anymore. They command surprising brand loyalty, especially from those who started drinking at high school keggers or watched our fathers down six-packs or giant King Beers at the Kingdome way back when. The rollout had been said to be as important as that of a new iPhone.īoth Filson and apples carry the weight of nostalgia and identity, but they don’t hold a candle to the beverages we imbibe that make us feel the Northwest is truly a part of us: beer. Crosscut recently received a sampling of Cosmics and the packaging resembles the kind of box in which you might find a new laptop. If apples are the official state fruit, the Cosmic is now entering the state in a 21st century galactic guise that marries flavor, name and appearance - and appropriately greets a new generation of high-tech space entrepreneurs. It effectively seeks to replace the longtime bestseller and visual Platonic ideal of an apple, the Red Delicious. It’s a massive marketing campaign for a new apple variety invented by Washington State University, but is reportedly getting the largest apple variety rollout in America. The launch this fall of the new Cosmic Crisp apple is a variant of a rebranding as well. The Seattle outdoor clothing company Filson, which has been around since the Klondike Gold Rush, in recent years has expanded its retail stores, relocated, modernized its SoDo “flagship” and its product lines, and made itself appealing to a new generation of bearded millennials who can afford to shop by Filson’s old slogan, “Might as well have the best.” Its chief executive officer has called the company, founded in 1897, “ a start-up” as it renews interest in classic materials like cotton, canvas, leather and flannel, as opposed to Gore-Tex and Velcro. In the Northwest, brands of yore are having a renaissance.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |