![]() Since I am a PR major, my mind is often naturally thinking about public relations things, such as how I could creatively promote something, or how a company could promote something better. While I was in the theater thoroughly enjoying “Twilight,” I noticed some definite intended product placement. Well, I can tell you that it’s not Bella’s 1953 Chevy truck, or Edward’s Volvo S60 R, or even Rosalie’s BMW M3 convertible. I’m actually talking about Charlie’s and Billy’s drink of choice: Rainier Beer. If you don’t know already, Rainier beer is a Northwest born and brewed beer. Stroh Brewing company has slacked local thirsts in the Georgetown area of Seattle for more than a century now! Once prohibition ended, the owners of the brewery installed a giant, red “R” neon sign (visible from I-5) that later became a local landmark. In the 80s, the climax of Rainier Beer’s popularity, the brand produced some of the region’s quirkiest and popular advertising, such as the running of the RainBeers (a herd of bottles with legs sticking out of them) and a motorcycle whose gears shifted to the whine of the product’s name. The brewery became the fourth largest in the world. In 1999, Rainier Beer was sold to Pabst brewing Company and soon after the famous “R” sign was taken down. I thought it was very clever and refreshing to see the movie use a locally brewed and nationally recognized old-time beer favorite. Charlie, the protagonist’s dad, referred to Rainier Beer as “Vitamin R.” There were at least three scenes that showed Charlie getting back from the store with two, 6-packs of Rainier “tall boys,” or slugging down a can of Rainier Beer while listening to Bella talk. There’s even one scene where Bella says something like, “Here dad, have another one of your favorites,” referring to the beer. I found the product placement to be very appropriate.
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