When was the last time you crossed a finish line? For most of us, it probably wasn’t at a marathon. But small wins like wrapping up a busy working week, completing a run with friends, or completing your to-do lists are achievements worth celebrating. That simple idea inspired Coopers Brewery’s latest activation to launch its non-alcoholic Coopers Zero beer in Melbourne.
Together with Showpony and Arize Communications, Coopers created an experience that brought to life its Beer-Life Balance philosophy on Melbourne’s South Wharf promenade, turning a strip of the Yarra River bank into a celebration of small wins.
At a time when fitness culture can feel like an endless race, Coopers and its creative partners saw an opportunity to champion a different kind of victory for the city’s early risers.
“Coopers Zero is about giving you choice without compromising on taste and with only 49 calories per 375ml can it’s an appealing option for health-conscious drinkers,” said Jennie Hartwell, brand manager at Coopers Brewery.
“We wanted to create something light-hearted that encourages Australians to find their own version of Beer-life balance.”
Proving you don’t need to run a marathon to earn a moment of celebration, the Coopers Zero pop- up activation, developed by Showpony and brought to life by Arize Communications, invited locals and run clubs to cross the tape, crack open a cold Coopers Zero, and share that unmistakable finish- line feeling – no PB required.
Over the course of the morning, 350 cans were handed out to finishers, from organised run crews to weekend walkers. Content creator Josh Moss hosted the post-run celebrations, while Jennie Hartwell from Coopers Brewery joined participants at the finish line to share the brand’s vision for a modern, non-alcoholic beer with all the flavour of a full strength.
Showpony built the activation around their creative platform Beer-Life Balance, transforming a transitional product launch into a piece of live storytelling.
“We all want to live a little healthier, but fitness fads and social media tend to promote extremes that feel unrealistic or even harmful. Beer-Life Balance is all about looking after yourself without sacrificing the stuff you love, like a delicious, cold Coopers. Our pop-up finish line was the perfect expression of this relatable, realistic lifestyle balance,” said Nic Maumill, creative director, Showpony.
Arize Communications handled experiential design, community engagement and PR amplification, making sure the activation felt alive on the ground and there was buzz in the lead up.
“We took a smart idea and turned it into a feel-good moment that celebrated people showing up and giving it a go,” said Megan Keogh, COO/ director Arize Communications.
“Our goal was to make Coopers Zero feel like a lifestyle, not just a substitute.”
Credits:
Client: Coopers Brewery
- Marketing Manager – Brewing Products: Scott Harris
- Brand Marketing Manager – Brewing Products: Jennie Hartwell o Social Media Co-ordinator: Maddi McCarthy
Creative Agency: Showpony
- Creative Director: Nic Maumill
- Associate Creative Director: Micha Paderin o Art Director: Oscar Riley
- Copywriter: Albert Hopkins
- Photographer: Oscar Riley
- General Manager: Matthew Basso
- Account Director: Aaron Westwood
- Account Manager: Macey Wood
- Social Media Manager: Che Kudagamage
Experiential/Production & PR: Arize Communications o Director: Megan Keogh
- Senior Account Manager: Sian Smith o Account Executive: Miriam Woodhead
