Coopers Brewery is giving its most iconic beer, Original Pale Ale, a personality as real as the people who drink it – unfiltered and a timeless classic.
The campaign introduces ‘Reserved for Good Mates’, a new positioning developed specifically for Original Pale Ale. It celebrates the unfiltered friendships that define the beer’s loyal, older drinkers – the ones who’ve stuck with Coopers long before beer trends came and went.
The insight is simple: as life changes, catch-ups with close mates often slide down the list. But these are the friendships that matter most. ‘Reserved for Good Mates’ is a reminder to connect with your mates over a few cold beers.
At the heart of the campaign is a tongue-in-cheek music track performed by a band of Aussie musos, singing candidly about the aches, pains, and indignities that come with getting older. The film, directed by Revolver’s Matt Devine, is a playful embrace of other beer brands overlooked – and a celebration of the people who made Coopers Pale Ale an icon in the first place.
“This campaign celebrates drinkers who’ve been with us through every era – mates who don’t need filters or pretence,” said Jessica Douglas, brand manager at Coopers.
Taking the celebration global, Coopers is giving two lucky mates the chance to travel to Old Mate’s Pub in New York City, where they’ll raise a glass of Coopers Pale Ale with locals and share a taste of Aussie mateship abroad.
Developed by Sunday Gravy, ‘Reserved for Good Mates’ stays true to Coopers’ heritage while speaking directly to the audience who’ve kept the beer forever relevant.
“Coopers is an Aussie classic,” said Andy Graham, senior strategist at Sunday Gravy. “Original Pale Ale has always been for real mates, real conversations, and real moments. This creative just puts that pride out in the open”.
Sunday Gravy will roll out the integrated campaign through video, digital, social, OOH and PR.
