BWS brings back the BWS Cooler for third year in new campaign via M&C Saatchi Sydney and Carat

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Following huge success in both 2020 and 2021, the BWS Cooler is back for its third, biggest and best year yet, via M&C Saatchi and Carat.


This year, $20 million dollars worth of prizes are up for grabs, including free drinks, electronics, gift vouchers and even hot air balloon rides, plus every swipe is an entry into the draw for a major $50,000 cash prize. A welcome addition to this year’s Cooler prize-pool is SipCoin, a digital currency you can spend on your favourite drinks, both in-app as well as in-store.

Working in lockstep with Endeavour X to simplify the experience, M&C Saatchi’s innovation capability, Tricky Jigsaw, redesigned the Cooler in-app experience, introducing a central dashboard and a new visual identity to elevate the Cooler experience. This year, connecting the online and instore redemption experience was a critical strategy, ensuring customers could purchase however and wherever they wanted.

Says Vanessa Rowed, head of marketing, BWS: “The BWS Cooler is our yearly in-app summer fun, where customers can simply swipe daily for a chance to win. This year’s BWS Cooler is our coolest yet, and customers are in for a wonderful summer of surprises.

“We wanted to make it as convenient and fun as possible to play the BWS Cooler which is why we are really excited that SipCoin can be redeemed in almost 1400 stores across the country as well as online.”

M&C Saatchi’s team worked alongside Carat, who led the media strategy, planning and buying. This saw the Cooler come to life with buys across OOH, Facebook, Snapchat, Youtube, Twitch, influencers and media partnerships.

Says Brendan Donnelly, creative director, M&C Saatchi Sydney: “Have you ever tried to buy a drink using crypto? It’s ridiculous. That’s why we created SipCoin, a true liquid currency that’s as simple as swipe, win and sip, and the perfect place to debut it was in the revamped Cooler.”

With BWS doubling the size of the prize pool compared to last year, the BWS Cooler is free to play via the BWS app every day between 5th January and 1st of March. For every time a customer plays, they automatically go into the draw to win the major cash prize of $50,000.

The latest instalment of the BWS Cooler follows BWS’s celebration of Summer via the Big Wonderful Summer campaign, and the brand’s October push to help Aussies celebrate their reunions with family and friends by giving away 20,000 six packs of beer to share.

Vanessa Rowed – Head of Marketing
An Le – Head of Brand and Experience 
Charlotte El Baz – Brand Manager
Malina Yi – Brand Manager Digital Innovation & Convenience
Tessa Donnithorne – Marketing Coordinator
Endeavour X 

Bianca Falloon – Client Partner
Christian Fox – Senior Client Director
Jack Rothery – Strategy Director
Amanda Nguyen – Senior Client Manager
Zac Kelly – Strategy Manager
Megan Suriadji – Client Executive
Ellishia Maher – Client Associate
Isabelle Bryce – Client Associate

M&C Saatchi
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnely – Creative Director
Ben Cooper – Group Innovation Director
Sam Rowlands – Senior Art Director
Jackson Elliot – Art Director
Ash Myburgh – Art Director
William Campion – Copywriter
Angus Loxton – Copywriter
Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Saskia Meagher – Senior Account Manager
Katie Lockwood – Senior Account Manager
Jemma Marriott – Senior Project Manager
Ashlee Keown – Senior Project Manager

Head of Planning – Rachael Fraser
Head of Content – Emma Parsons
Senior Strategist – Amy Grant
Alison Dunlop – Senior Integrated Producer
Sam Blazevic – Senior Integrated Producer
James Jamias – Design Director
Bojan Bojic – Animator
Ryan Donnelly – Integrated Designer

Zoo Republic
Strategy Director – Ian Foulds 
Creative Director – Ed Nethery
Digital Director – Dan Ries
Account Service Director – Claire Bezuidenhout
Senior Account Directors – Emily Richardson and Ali Corbett 
Senior Account Manager – Patrick Kenny 
Account Executive – Maggie Cheung 
Senior Designer – Stephanie Srour

BWS brings back the BWS Cooler for third year in new campaign via M&C Saatchi Sydney and Carat