Rheingold retained DKC to reestablish itself as “New York’s beer” upon its reintroduction to the beverage industry.

DKC leveraged many unconventional initiatives to generate widespread media coverage and build buzz around the Rheingold brand: Night Shades campaign – graffiti ads created by “big time” street artists; a reinvention of the original Miss Rheingold competition; the irreverent “Don’t Sleep” ad campaign addressing controversial New York nightlife laws and the Rheingold Music Showcase – Rheingold’s sponsorship of up and coming local bands.

Garnered consistent, significant feature coverage in all mainstream New York print and broadcast media.