Coopers launches biggest-ever brand campaign via TABOO
Coopers has launched its biggest campaign in its 160-year history in partnership with independent agency TABOO.
The campaign hones in on the ritual of ‘The Roll’, which ‘unlocks’ the full flavour of a Coopers beers, presenting its signature cloudy appearance.
The ritual – a gentle roll of the bottle, can or keg before opening – helps redistribute the sediment that settles at the bottom of the during a secondary fermentation process.
The campaign is fronted by a 30-second hero film produced by HOOVES and directed by Jason Perini. The films follows a bartender on his journey to work where his dedication to serving the perfect Coopers manifests in unexpected was. The ‘roll on’ soundtrack, composed for the campaign by Smith and Western is also available in a 2-minute track on Spotify.
The campaign will be further amplified by an AR-enabled multi-player game created by immersive technology firm UNBND, challenging 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.
The campaign be amplified by an AR-enabled multiplayer game
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”.
Coopers 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”.
The integrated campaign has launched nationally and will run over Summer, kicking off with the 30-second film in cinema and online, alongside the augmented reality game. The campaign will be supported by digital, social and OOH, through to podcast sponsorship and an influencer campaign.
Client: Coopers Brewery
National Marketing Manager: Kate Dowd
National Campaign Manager: Lucy Noblet
Trade Marketing Manager: Jacqueline Whybrow
Social and Digital Manager: Aaron Child
Social Media Coordinator: Grace Swift
Agency: TABOO
Managing Director: James Mackinnon
Senior Account Director: Henrietta Corley/Ane-Marie Dabo
Account Director: Olivia Fabris
Strategy Director: Tatum Ambler
Group Strategy Director: Kurt Hately
Social Media Manager: Josh Stuart
Lead Creative: Ryland Summers
Lead Creative: Tom Fitzgerald
Lead Designer: Dane Falkström
Designer: Trent Bucknell
ECD: Nick Jamieson
Ass. CD: Steph Kitchin
Agency Producer: Melanie O’Rourke
Interactive Producer: Hannah Cleary
Film Production: Hooves
Executive Producer: John Pace
Director: Jason Perini
Producer: Gabrielle Pearson
Music: Smith and Western
Game Production: Unbound
Managing Partner: David Loughnan
Executive Producer: Leah Yeung
Interactive Producer: Nathan Trevarthen
Media Agency: KWPX
Managing Partner: Nat Morley
Senior Media Manager: Maddy Papilion
PR AGENCY: Tide PR
Managing Director: Stacey McArdle
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