I’m gay. I work in marketing. I’ll still be drinking Coopers
The 'Keeping it Light' video was an abomination of biblical proportions, says Ballistics Marketing & Communications' MD Patrick MacDonald, but here, he argues the brand's badly executed good intentions don't need to be crucified any further.
Let’s get one thing straight. The “Keeping it Light” video was terrible. For one thing, had the producers learned nothing from Amber Sherlock? What were they thinking putting three men in the exact same colour jacket on screen? “Throw in some grog” they said, as well as a “deep and meaningful” Bunnings-style outdoor settee, and we’re sure to resonate with the masses. Just like Jesus did!
But seriously, for those without internet, you’re missing the video of a gay on the left with the Holy Bible pointed ominously in his direction, the adjudicator in the middle whose electricity provider is presumably delighted he got this gig, and another politician on the (not so accidental) right.
But hang on… where is Coopers? The brand that is being crucified for all of this?
Other than a half-consumed bottle of beer from Liberal backbencher Andrew Hastie, there is actually no formal representation from Coopers in the making of this video at all. In fact, all parties involved have since confirmed this to be the case (mind the pun).
Aside from the fact that the boys are toasting with glass bottles that don’t actually resemble Coopers’ now infamous Bible Society commemorative cans, there are also only TWO business cards present on the table – neither of which could have occurred had a Coopers PR representative been present.
It follows that the Bible Society’s decision to produce and distribute this little film noir was nothing short of a flagrant abuse of decades of generosity from a major sponsor for its own selfish, political gain.
No doubt the Bible Society thought it would be exquisite PR to assemble three white, middle-class men to form this intellectually groundbreaking panel on diversity while drawing attention to the brand and product of its loyal sponsor. What could possibly go wrong?
Jokes aside, it’s just too easy to get up on the old high horse of hindsight and bang on about how Coopers messed up. Sure, they did. Their marketing team, or someone higher up in the organisation, made the unfortunate judgement of being far too eager to showcase decades of support for one of its many corporate social responsibility initiatives. The decision to release a commemorative beer for an organisation that the public perceived to be steeped in religion was, well, bitter at best.
But by all accounts, Coopers had no hand in this divine video, which is sure to trump such cinematographic delights as the Australian Finance Department’s recruitment video.
The heathen masses on social media are now (quite rightly) annoyed that a respectful conversation on marriage equality has come to this. Many new participants in the debate are even beginning to boycott the beer based on Coopers’ now public support for marriage equality. I, too, am shocked to see YouTube videos of perfectly decent ale poured into bins. It’s simply un-Australian!
Assuming Coopers has been truthful in its public statements, it needs to:
- Release any evidence that proves Coopers was only supporting the Bible Society’s charitable initiatives, as opposed to any religious or political causes;
- Review its contract of sponsorship with the Bible Society;
- Ensure C-level spokespeople are made more available for live, non-scripted videos that are not read from autocue (construe from that what you will); and
- Highlight the many other benevolent, altruistic causes that Coopers has positively affected for so many years while trying to be more genuine.
Beers and Bibles clearly don’t mix, and I’m not entirely convinced Coopers believed they would in such a literal sense. I don’t believe that Coopers intended in any way to engage in such bizarre, extraneous debates on issues like marriage equality. Still, it doesn’t change the fact that a third-party beneficiary has really nailed Coopers to the cross of public opinion, and perception is, after all, everything.
If I’m wrong on this one, I’ll down a Coopers schooner… Bob Hawke-style.
Patrick MacDonald is managing director of Ballistics Marketing & Communications, a Brisbane-based consultancy specialising in marketing strategy, branding and social media. Formerly the national marketing manager for the hotel division of Coles Pty Ltd, he holds direct experience in both the hospitality and LGBTI sectors and is a national winner in the issues and crisis management division of the Public Relations Institute of Australia’s Golden Target Awards.
Not sure how long you’ve been agency side but nothing shits a client more than dragging out a negative PR story. Even if you’re pro the brand – being part of an agency that could benefit from being so openly supportive of them to easily negates your position as justified purely by self-interest.
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Maybe Coopers should sue the people using their beer in an advertisement without their permission? I mean, don’t the bigots get away with it (using a brand name without the company giving their okay) until Coopers does sue? Or at least demand a public apology?
I can’t imagine Cadbury chocolates just sitting there, shrugging their shoulders and saying, hey, we had nothing to do with someone using our brand in a homophobic advertisement without our permission…
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Good for you.
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cool story bro.
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Your complete lack of command of the English language negates the impact of any legitimate message you may be trying to communicate. What does that second sentence even mean? Also, a newsflash: “to” and “too” are not interchangeable. If you work agency-side, I pity your clients.
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Missed point. It’s not about the video. It’s the awareness the (horrible) video created regarding Cooper’s donations to one side of politics and religious charities that have people reconsidering their choice of brand.
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Such a well-written piece, good to see there is still some level headed public relations people in the industry.
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An intelligent, thoughtful response to this story from a brand-product-PR angle. It would have been better if the writer had included the most important dimension of it: no matter how ham-fisted this incident was, freedom of speech, transparent debate, and the right to dissent are the number one principles at stake here. It doesn’t have to be pretty, nor deeply informed – what is important is that NO topic is ever off limits for debate. Only Kim Jong-Un would disagree, and those who think this topic is off-limits, are no better than he is.
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I’m gay. I like Coopers beer. I’ll post something
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Sure, no topic should ever be off limits for debate. That doesn’t mean we shouldn’t think that having a debate about some things is (at the very least) in very poor taste. I’d be livid if I found out people had sat down to discuss whether or not I should be allowed to marry my partner. They might have some opinions as to whether we’re a good match (a fascinating discussion they could keep to themselves), but to question whether I should be allowed the choice to get married – and then publish a video of the discussion as a ‘light’ topic?! That’s just not on.
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You mean like all the way to the end.
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Level headed PR people I think that’s an oxymoron. When as a client ever demand your approach be more level headed?
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Good to hear a gay person not get sucked into the populist herd vortex
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