Coors Australia Brings Back Old School Can Crushers In New Campaign Via Hunter

Coors Australia Brings Back Old School Can Crushers In New Campaign Via Hunter
SHARE
THIS



Trans-Tasman creative agency Hunter has reminded beer fans of the heritage of the brand that invented the recyclable can in a new campaign for Coors Australia.

The agency is behind the old school can crushers showing up at select bars around the country, as well as a social media campaign that encourages Coors drinkers to submit their own creative can-crushing videos.

The campaign revolves around the ‘ritual crush’ – the post-beer rite of disposing your cans, whether with a stomp, a crunch or a bare hand. To bring that to life, physical can crushers were installed in about 20 key bars around Australia.

The campaign also encouraged Coors drinkers to submit their own creative can-crushing videos on social media.

Coors Australia Facebook post

The campaign is also an effort to highlight the legacy of Uncle Bill Coors, the man who pioneered the recyclable aluminium beer can way back in 1959.

Hunter CEO Simon Hakim said he knew Coors wanted to get a message about its heritage into Australian bars, but with bar managers being generally wary of marketing, he also knew the Coors message had to be conveyed in an unconventional, credible way that would get attention from 18-25-year-old beer drinkers.

“When everyone else in the beer world is talking about craft, we wanted to tell the world about Coors’ rich heritage, particularly around cans and recycling,” Hakim said.

“You can’t do that with a cookie-cutter approach, you can’t really do it with branded point of sale, but you can do it with a campaign like this.”

Marcus Kellett, national activation manager for the Molson Coors portfolio, said: “Our heritage is an extremely important part of the Coors brand, but it’s one that is perhaps less well known here in Australia, so we were keen to work with Hunter on the Coors Crushers to help bring it to the fore.

“This isn’t a typical branding exercise for us, but we love the creativity Hunter brought to the job, and the response from the venues and drinkers has been fantastic. It’s changing the brand narrative, and that helps us forge better relationships with the trade too.”

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]