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Sound man Joe Hadlock of Bear Creek Studio joined the cohorts of Heckler Bowker for 14 years of creating noise and music for these advertisements.Some of these surrealist advertisements noted by Seattle Magazine included the Running of the MFRs (Mountain Fresh Rainiers) (a parody of Running of the Bulls featuring bottles with legs), and frogs that croaked "Rainier Beer" (a motif appropriated many years later by Budweiser).Each of these brands (as well as rival Northwest brands Lucky Lager, Olympia, and Blitz-Weinhard) were once staples in the Pacific Northwest beer market, but starting in the 1960s and 1970s began losing market share to the major national brands.
Concurrently, John Kopp and Andrew Hemrich founded Seattle Brewing and Malting in 1883.Sick's also brewed Rainier at a branch brewery in Spokane. From 1952 to 1964, Rainier came packaged in a series of decorative beer cans known as the Rainier Jubilee Series.First in the series were a set of Christmas cans marketed in late 1952 and again in late 1953; these cans are rare and highly collectible today.Several commercials were parodies of movies, TV shows and famous spokespeople of the time.
For example, a couple made references to popular Saturday Night Live skits: one with a Gilda Radner lookalike in her role as Roseanne Roseanneadanna in a Weekend Update skit for Rainier Lite commercial; another had characters called the R-Heads, which was a reference to the Coneheads, with Rainier 'R' logos on the top of their heads.(The whole commercial was reportedly shot on the first take, a great relief since it took all day to set up.) Rainier also produced humorous posters such as a "National Beergraphic" parody of a National Geographic Magazine cover depicting tourists encountering an MFR in the forest, and a Flash Gordon/Star Wars poster, "Fresh Wars", that recalled the bar scene in Star Wars: Episode 4.