Rheingold Takes New York City By Storm

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• April 15, 2004 at 4:43 pm #7217
  David Lauterbach

  Keymaster

  In a new television campaign designed to make some waves, New York brewer Rheingold has launched a series of ads that mostly mock the anti-smoking laws in the city.<br />
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  One of the "Don’t Sleep" ads features New Yorkers that walk down the city’s streets with ashtrays in their pockets, and upon entering a bar slam the ashtrays down in a rebelious fashion. They are then served a Rheingold as a voiceover tells us "This is New York. And we can’t sleep ’til we take it back." Then the screen reveals the message: "NYC Admin. Code 17-502B. No Smoking in a bar. Fines issued: $200.00 & Up."<br />
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  Although Miss Rheingold could not be reached for comment, Tom Bendheim, president and CEO of the brewery said "the campaign is very much about community… we’re addressing issues of importance and concern in New York."<br />
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  Of course, NYC Mayor Mike Bloomberg was less-than-amused at the attack and fired back that "Rheingold is a company that walked out on the city 20 years ago" referring to Rheingold’s Brooklyn roots and their production move to Utica in upstate New York around 1978. "Walking away from the city in tough times, and then coming back and trying to exploit the city when things are good, isn’t quite my idea of being a great corporate citizen," the Mayor was quoted as saying.<br />
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  On Monday, several of the Buddies saw Mayor Mike at Shea Stadium where the Rheingold once flowed plentiful. He was shown on TV drinking a bottle of Coors, which we guess means that he endorses Pete Coors for Colorado State Senator. We were pretty drunk, but when we approached him to discuss this important matter we were subdued by Mr. Met.

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