Australia’s independent family-owned brewery, Coopers, is rolling into summer with the biggest marketing campaign in its 160-year history.
The campaign focuses on ‘the roll’, the unique ritual which unlocks the full flavour of a Coopers beer and presents its signature cloudy appearance.
Every Coopers undergo a secondary fermentation process, leaving sediment to settle at the bottom. By gently rolling the bottle, can, or keg before opening, the full flavour and consistency of a Coopers is unlocked.
To turn the time-honoured ritual into common knowledge, Coopers partnered with independent agency TABOO, to ensure Aussies on either side of the bar are getting the most out of their Coopers.
Given the significance of the message and to ensure as many people enjoy Coopers the way it should be, ‘The Roll’ campaign will be the biggest integrated marketing effort the brewery has embarked on in its 160-year history.
The campaign’s hero film (produced by HOOVES, and directed by Jason Perini) follows a bartender (Aussie actor Mark Winter) on his journey to work, where his dedication to serving the perfect Coopers manifests in humorous and unexpected ways.
The toe-tapping ‘Roll On’ soundtrack, composed for the campaign by Smith and Western, has been turned into a 2-minute version that will be available on Spotify.
To amplify the idea and reinforce the ritual, an AR-enabled multi-player game created by immersive technology firm UNBND, challenges users to roll their Coopers along a bar and into the ‘Full Flavour Zone’, for the chance to win a share of the $25,000 prize pool.
TABOO managing director James Mackinnon, said: “Attaching a ritual to a product can unlock enormous value for both brand and consumer- particularly when it connects to a unique and compelling product truth.
“Coopers’ age-old brewing process has organically created a ritual that is distinct and ownable– we wanted this campaign to explain and encourage the behaviour in a fresh, interesting, and not-too-serious way for Aussie drinkers.”
Cooper’s national marketing manager, Kate Dowd, said: “Coopers loves the roll; it is visceral, unique and creates brand memory for our drinkers.
“We want to get all drinkers rolling this summer to their local bottle shop or pub. We are looking forward to sharing this exciting, socially led campaign with our loyalists and new drinkers around Australia, with a strong focus in NSW.”
