Australian family-owned brewery Coopers has teamed up with creative agency TABOO to highlight the unique ritual which unlocks the full flavour of a Coopers beer.
‘Coopers Roll’ is the biggest marketing campaign to come from the brand in its 160 year history.
The campaign, produced by production company HOOVES and directed by Jason Perini, follows Australian actor Mark Winter on his journey to work where his dedication to serving the perfect Coopers manifests in humorous and unexpected ways.
The integrated campaign is live worldwide and was kicked off via a 30 second film in cinema and appearing online, alongside the augmented reality game, all supported by digital, social and OOH.
TABOO creative, Thomas Fitzgerald shared key insight into the inspiration that stemmed from the campaign brief, detailing the necessity for a clear and straight directional line that provides viewers with context to ‘roll the beer’ and unlock flavour.
Fitzgerald: “As Australia’s oldest independent, family-owned brewery, there is a lot that can be said about Coopers. But together with the client, we knew there was huge potential in just focusing on the simple act of rolling your Coopers before drinking. It’s an intriguing ritual that Coopers ‘insiders’ have been doing for decades – but has never made it to the mainstream.
“We saw our job as simply educating beer drinkers – both Coopers and otherwise – why they should roll their Coopers.”
The creative describes creating necessary shortcuts for the audience to allow for a viewing experience that isn’t overly technical.
“The challenge we faced was the actual reason you should roll your Coopers is a long, technical, and not overly appetising story to tell (it involves terms like ‘yeast sediment’ and ‘secondary fermentation’). While we took a quirky and humorous approach with the film, we felt we needed a rather straight, directional line to educate and give context to the roll – Roll the Beer. Unlock the Flavour – which we saw as a simple shortcut for the audience.”
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."
Ryland Summers, creative copywriter at TABOO, shared insight into the creative strategies leveraged throughout the work. He credits director Jason Perini and the team at HOOVES for the success of the campaign.
Summers: “The campaign is based on the simple act of rolling – so there is so much scope to leverage the countless things that roll. We explored many scenarios from rotisserie meats, paint rollers, lawn bowls and some too absurd to mention.
“Together with Jason Perini and the team at HOOVES, we collectively locked down the scenarios. Their comedic sensibilities really brought a lot of magic to the script, bringing just the right level of crazy to make the work stand out.
“Anchoring our communications around the Roll gives this campaign a huge runway – we’re really excited about people seeing it come to life in some truly unexpected and fun ways over this summer and beyond.”
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