Coopers, which has been embroiled in a brand crisis, has finally come out strongly in support of marriage equality after consumers and pubs began boycotting the brand after a controversial Bible Society video.
Coopers, which has been quiet for two days since the Bible Society video, which features two Liberals MPs discussing marriage equality and drinking Coopers, gained momentum online, has now issued a video statement from its managing director Tim Cooper and director of corporate affairs, Melanie Cooper.
Melanie Cooper clearly states that Coopers supports marriage equality and the company will join the Australian Marriage Equality.
The full statement is below.
Tim Cooper says: “On behalf of the Coopers Board and senior staff, we are incredibly saddened by the impact our involvement with the Bible Society has had on our valued Coopers drinkers and our extended family,” Coopers Managing Director, Dr Tim Cooper, said.
“As a longstanding philanthropic company, Coopers Brewery has been passionate about supporting all aspects of our community, and has actively and financially embraced many different organisations.
“Our company’s guiding principles have centred around respect for others, and, as such, the recent activity surrounding the video made by the Bible Society has conflicted with our core values. Coopers never intended to make light of such an important issue, and would never and did not approve the making or release of the Bible Society video ‘debate’.”
A number of pubs in Sydney and Melbourne had decided to stop serving Coopers until it issued a clear and positive response.
Coopers is now axing the partnership and will no longer distribute the commemorative cans.
Coopers had originally offered a statement which appeared to support the video which it had no involvement in, followed by a second statement that reiterated it had no involvement in the creation of the branded content series.
The Bible Society created the video, and because of a separate partnership which had seen the brewer issue a special edition can to mark the 200th anniversary of Bible Society, it featured the beers. It has since clarified that Coopers played no part in it despite featuring prominently.
SBS spoofed the video earlier today.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.