Australian beer brand Coopers has appointed independent agency The Royals as its masterbrand strategy and creative partner following a competitive pitch across Australia.
Founded by Thomas Cooper in 1862, Coopers Brewery is a sixth-generation family owned business, Australia’s largest locally owned brewery and the world’s largest producer of home-brew.
"After a comprehensive process evaluating outstanding pitches from a number of agencies around Australia, we are delighted to appoint The Royals to help us drive Coopers forward as we welcome and engage new drinkers into our family brand and continue to delight our existing fans," Coopers director of marketing and innovation Cam Pearce says.
The Royals managing partner Dan Beaumont says the agency is looking forward to adding the brand to its growing portfolio.
“We are inheriting an iconic Australian brand with an enormous amount of good will in the market," Beaumont says.
"We are honoured to be entrusted with creatively steering this next phase of growth and we’ll be bringing the full strength of our strategic and creative expertise to Coopers to help them hit the right mark for drinkers, particularly in this environment.”
The first Coopers campaign from The Royals will hit the market in coming months.
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