Rheingold used to be the dry beer, but there's nothing dry about its marketing, thanks in large part, no doubt, to New York brand-building agency Powell. The latest Rheingold brainstorm is "professionally graffitied downtown store nightshades," as the company calls them. Those would be the metal barriers that are pulled down on just about every retail store in New York when it's closing time. Rheingold is targeting late-night consumers as part of a larger "Don't Sleep" campaign, which will also include late-night happy hours in bars and bodegas, and late-night TV. This is the first time ever that nightshades have been used as an advertising medium, according to Powell. "We want to have a presence on the streets of New York, but we had to avoid conventional media like billboards and wildpostings because they just don't fit the Rheingold brand," explains Josh Rogers, Powell's strategy director. "So we thought of a way to blend into the gritty New York landscape that would both reinforce the Rheingold brand and support the 'Don't Sleep' creative at the same time. We commissioned five New York artists that we thought had an especially 'Rheingold' style