Coopers unveils ‘Forever Original’ positioning in first work from The Royals

Independent brewer Coopers Brewery has unveiled a new strategic direction and brand positioning, ‘Forever Original’, in the first work undertaken by independent agency The Royals.

Appointed as the masterbrand strategy and creative agency for Coopers in mid-2020, The Royals have  launched a national out of home campaign for the beer, with the Coopers bottles and cans at its centre.

Tim Cooper and Melanie Cooper

Coopers Brewery was founded by Thomas Coopers in 1862, and the new out of home assets include headlines like ‘Forever Original since 1862’.

Other assets feature ‘Always roll your own way’ and ‘Crafting since the 60s. 1862 to be exact’.

There will also be a full switch-out of all POS across the country, with the new positioning to be further strengthened with a main body of work rolling out across 2021.

The Royals will extend the campaign across other key assets including branding design, brand voice and customer experience.

The Royals’ Sydney head of strategy, Tom Donald, said it was worth celebrating the fact that Coopers is a brand that has remained true to itself for six generations.

“Coopers is a brand with a huge amount of history and a demonstrated commitment to originality, independence, and quality in everything they do.

“Once we arrived at ’Forever Original’, it felt like the most natural fit in the world – here is a brand that has remained unswervingly true to itself for six generations.

“That’s very rare in this country, and worth celebrating for years to come.”

The Britannia Hotel, Norwood SA

Coopers Brewery director of marketing and innovation, Cam Pearce, said the new positioning captures the spirit of the beer perfectly.

“Since Coopers’ foundation close to 160 years ago, we’ve been a brand of no imitations, no pretending, and above all else, a brand that always strives for authenticity.

“‘Forever Original’ encapsulates this spirit perfectly and is a timeless reminder of our promise to drinkers.”

The Royals recently appointed Kirsten Dunlaevy to the newly created role of head of business management Sydney.


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