Coopers Brewery crafts new ‘Forever Original’ brand positioning via The Royals

In its 159th year of quenching the thirst of Australians, Coopers Brewery has launched a new strategic direction and brand positioning – ‘Forever Original’ – in partnership with The Royals.

‘Forever Original’ puts the spotlight on Coopers’ origins as Australia’s original craft beer, first brewed in 1862, and communicates the brand’s relentless pursuit of never settling. It’s the first work from The Royals since winning the account last year.

The launch kicks off with a national out-of-home campaign, featuring a distinctive design and the bold use of Coopers bottles and cans, along with headlines such as “Forever Original since 1862”, “Always roll your own way” and “Crafting since the 60s. 1862 to be exact”. A full switch-out of all POS across the country is also underway.

The new brand positioning lays the groundwork for the main body of work, to roll out throughout 2021, and aims to set up Coopers for continued growth and long-term success. It extends across key assets, such as branding design, brand voice and customer experience, and runs across all touchpoints.

Founded by Thomas Cooper in 1862, Coopers Brewery is a sixth-generation family owned business and Australia’s largest locally owned brewery. Its well-known beers include Coopers Original Pale Ale, Coopers Sparkling Ale, Coopers Mild Ale and Coopers XPA. It’s also the world’s largest producer of home-brew.

Says Cam Pearce, director of marketing and innovation at Coopers: “Since Coopers’ foundation close to 160 years ago, we’ve been a brand of no imitations, no pretending, and above all else, a brand that always strives for authenticity. ‘Forever Original’ encapsulates this spirit perfectly and is a timeless reminder of our promise to drinkers.”

Says Tom Donald, head of strategy, The Royals Sydney: “Coopers is a brand with a huge amount of history and a demonstrated commitment to originality, independence, and quality in everything they do. Once we arrived at ’Forever Original’, it felt like the most natural fit in the world – here is a brand that has remained unswervingly true to itself for six generations. That’s very rare in this country, and worth celebrating for years to come.”