Coopers moves into low-carb beer market
Coopers has entered the low-carb beer market 12 years after it axed what it claims was the first “diet beer” to launch in Australia.
Coopers Clear, which will go head to head with brands including Pure Blonde, Hahn Super Dry and Toohey’s Super Dry, has launched with the tagline “Refreshingly Coopers”.
Glenn Cooper, Coopers executive chairman, said that it is also planning to compete against brands like Toohey’s Extra Dry and Corona, positioning it “broad-based beer”.
It’s supporting the launch with a national press and outdoor campaign created by KWP, and PR led by Gray Management Group. There is also off and on premise sampling activity.
Bloody tragedy
What a shame. One brand I really respected couldn’t keep it real.
Nice ads. Better than the 62 wank.
i don’t care what they do as long as they keep making that wonderful coopers pale ale.
‘clear’ – what were they thinking? low carb beer = watered down and no taste. why point that out in the name???
get over yourselves you tossers. its exactly what they claim. broad based appeal beer….. had a few yesterday – very easy to drink on a hot aussie day! TED should be worried….
I think their creative msg is trying too hard. I’d like to see them keep it simple. Maybe try “Clearly refreshing” and cut the rest out. Esp. within an Outdoor Campaign.
Label looks very amercian….hope the beer tastes good..wonder if Coopers are going to be doing tasting promos..etc?
GOOD ONE COOPERS,
DO YOU REALLY THINK WE CONSUMER’S ARE THAT DUMB !
CLEAR , GET REAL !
IT’S AS CLEAR AS URINE !
IN LOOKS & TASTE.
TIP IT DOWN THE DUNNY WHERE IT BELONGS, YUK !
WHAT A DISGRACE & DISRESPECTFUL
TO THE ” BLONDE ” low carb & DRY, BEER MARKET.
Ohhh God you are a bunch of marketing tossers dissecting things way too much – Coopers have identified a new opportunity in the market and gone for it. Ist that what business are supposed to do ?? Good on them…Personally I have tried the new brew and love it!!!
Time to face facts people – beer just isn’t about racing a cow or pulling a trowel anymore … Coopers get that there are more than big bushy blokes working the land that drink beer! The beer tastes good and guess what I don’t drive a TRUCK!
Tried it. Liked it. Had an aftertaste different to cardboard, so in the low carb market it’s definitely category breaking stuff. 4 blurry thumbs up boys, nice, clever ads as well.
tried coopers clear today and can honestly say I thoroughly enjoyed it. Crisp and clean with a good mouthfeel and good finish , remininesent of a good cerveza style. It wont suit everyone but to those who enjoy a euro style lager I would recommend they try it , they will be pleasently surprised. Cheers Ndaveh.
Tasted it last night…not bad…I think you need to sink a few to get the tastebuds going but nice effort to coopers.