It’s an embarrassing look for any brand that issues a trio of statements clarifying, denying and apologising for its involvement in a campaign, and that’s exactly what Coopers Brewery has done.
The popular beer brand has become not so popular very quickly following its involvement in a new campaign for The Bible Society – a video series titled ‘Keeping it Light’.
And now Coopers has gone one step further in distancing itself from the controversial campaign, issuing a video apology and announcing that it has “consequently cancelled the release of our Bible Society commemorative cans and will be taking steps to show further support for our community, including joining Australian Marriage Equality”.
Coopers’ latest step backwards comes after the beer brewer issued two statements clarifying its involvement in the campaign, with the second one denying that Coopers gave permission for its Premium Light beer to feature in or sponsor The Bible Society’s video.
However, the damage has already been done, with a number of pubs taking to social media to announce that they would no longer serve or stock the beer brand.
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