To pound the once important New York beer back into the city’s cultural grid, we positioned Rheingold as 100% NEW YORK BY VOLUME—embottling the raw energy of the city that never sleeps--to grab the young group of influential culture drivers who wanted only badass brands.

Print/OOH/Trade launched the brand with true stories, not sweaty pack shots.

We reformulated the product to make it more "poundable," stripped out all adornment from the packaging and just called it "beer," which was true.

You've always got to keep your distributors motivated, so we thought it was a good sign when Manhattan Beer, the largest distributor in New York asked us to "make" them three Rheingold trucks.

There are always "two sides of the bar." So when we brought back the Miss Rheingold Contest, which drew over 20 million votes back in its heyday (and for which Grace Kelly competed, and lost), we only allowed bartenders who served the beer to compete. 

This is Kate, the first new winner. And that really is Rheingold in the bathtub.

The DON'T SLEEP campaign took 100% New York By Volume to another level, pushing our biggest fans to literally stay up later, but also not to sleep not to sleep the new "quality of life" laws that were stealing The City's gritty soul. This is the website, which got you to watch, listen, think, act.
 

We bought security grates from store owners and commissioned artists to express what Rheingold and Don't Sleep meant to them, so the brand would really wake up when everyone else was shutting down. We called it The NIghtshade Project, and it led to a lot of press, awards and good relationships with the neighborhoods (who called it a beautification project, since no one tagged the art) and artists (who finally got to legally do their thing).

These are spots that address some of the quality of life laws. David Gordon Green directed them, they ran from 12-5am, and they caused some controversy.

We took the scriptrants, made single serve brown paper bags out of them, gave them to bodega owners (so anytime you had anything to drink, you had a Rheingold), and shot it as print for good measure.

When the RNC came to town, we felt obligated to give them a very authentic New York welcome.