Coopers Release New & Limited Edition Hazy IPA Via TABOO

Coopers Release New & Limited Edition Hazy IPA Via TABOO
B&T Magazine
Edited by B&T Magazine



Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA.

The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO.

TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The aesthetic is a deliberate evolution from the more traditional packaging ­– think abstract, sweeping forms that wrap around the can and a mandarin colour palette that’s in line with the beer’s hazy appearance and citrus flavour notes.

“We recognised this was a key opportunity to break the mould for Coopers. To mark the release of this special drop, the design needed to visually express the unique and distinctive flavour profile but it also needed to clearly communicate that it sits within Coopers family of beers, by retaining the size and position of the legacy Coopers roundel. We feel the final product reflects both of those objectives nicely”, said TABOO Creative Director, Matt Heays.

Coopers Director of Marketing and Innovation, Cam Pearce, adds, “We’re excited to see the Hazy IPA limited release move off shelves around the country from August 17th into the hands of our loyalists and also welcoming new drinkers into the family. The limited edition packaging is a bold and eye catching evolution of the Coopers roundel with a new progressive look and feel. While we’ve been around for a long time, we’re still passionate about exploring and crafting new and different beer styles to meet the many tastes of drinkers around the country. The Hazy IPA and its new packaging expresses that passion.”

Coopers Hazy IPA launched via an OOH and digital campaign across five capital cities, with consumers able to catch a glimpse of the new beer across billboards, hand-painted murals, die-cut special build street furniture and social media.

Yelldesign produced the paper art used across the campaign.

Coopers engaged TABOO in 2019 to help recruit new drinkers across the portfolio, predominantly via the sub-brands as well as development of the successful music platform Live, Loud and Local that was launched during the national COVID-19 lockdown earlier this year.

 

 




Please login with linkedin to comment

Coopers Taboo

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]