Coopers rolls into Summer via TABOO

15 November 2022
 

Creative Agency: Taboo

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The biggest marketing campaign the brewery's 160-year history.

Australian family-owned brewery Coopers is rolling into summer with its biggest marketing campaign in its 160-year history via creative agency TABOO.

The campaign focuses on ‘the roll’, the unique ritual which unlocks the full flavour of a Coopers beer and presents its signature cloudy appearance.

Coopers partnered TABOO to ensure Aussies on either side of the bar are getting the most out of their Coopers.

The campaign’s hero film (produced by HOOVES, directed by Jason Perini) follows a bartender (Aussie actor Mark Winter) on his journey to work where his dedication to serving the perfect Coopers manifests in humorous and unexpected ways.

The  ‘Roll On’ soundtrack, composed for the campaign by Smith and Western has been turned into a 2-minute version that will be available on Spotify.

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 film in cinema and appearing online, alongside the augmented reality game, all supported by digital, social and OOH, through to podcast sponsorship and an influencer campaign. All serving to build awareness, engagement & participation in the unique ritual of the Coopers Roll.

Credits: 

 

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 Clearly

Film Production: Hooves

Director/Writer: John Pace

Director: Jason Perini

Producer: Gabrielle Pearson

Music: Smith and Western

Game Production: Unbnd

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 McArdl

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