Coopers Brewery rolls into summer with biggest marketing campaign in 160 year history via TABOO
Australia’s largest independent family-owned brewery Coopers is rolling into summer with the biggest marketing campaign in its 160-year history developed by independent agency TABOO.
The campaign focuses on ‘the roll’, the unique ritual which unlocks the full flavour of a Coopers beer and presents its signature cloudy appearance.
Every Coopers goes through a secondary fermentation process, leaving sediment to settle at the bottom. By gently rolling the bottle, can or keg before opening, the full flavour and consistency of a Coopers is unlocked.
To turn the time-honoured ritual into common knowledge, Coopers partnered with TABOO, to ensure Aussies on either side of the bar are getting the most out of their Coopers.
Given the significance of the message and to ensure as many people enjoy Coopers the way it should be, ‘The Roll’ campaign will be the biggest integrated marketing effort the brewery has embarked on in its 160-year history.
The campaign’s hero film (produced by HOOVES, directed by Jason Perini) follows a bartender (Aussie actor Mark Winter) on his journey to work where his dedication to serving the perfect Coopers manifests in humorous and unexpected ways. The toe-tapping ‘Roll On’ soundtrack, composed for the campaign by Smith and Western has been turned into a 2-minute version that will be available on Spotify.
To amplify the idea and reinforce the ritual, an AR-enabled multi-player game created by immersive technology firm Unbound, challenges users to roll their Coopers along a bar and into the ‘Full Flavour Zone’, for the chance to win a share of the $25,000 prize pool.
Says James Mackinnon, managing director, TABOO: “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.”
Says Kate Dowd, national marketing manager, Coopers: “Coopers loves the roll; it is visceral, unique and creates brand memory for our drinkers. We want to get all drinkers rolling this summer to their local bottle shop or pub. We are looking forward to sharing this exciting, socially led campaign with our loyalists and new drinkers around Australia, with a strong focus in NSW.”
The integrated campaign has launched nationally and will run over Summer, kicking off with the :30 film in cinema and appearing online, alongside the augmented reality game, all supported by digital, social and OOH, through to podcast sponsorship and an influencer campaign. All serving to build awareness, engagement and participation in the unique ritual of the Coopers Roll.
Client: Coopers Brewery
National Marketing Manager: Kate Dowd
National Campaign Manager: Lucy Noblet
Trade Marketing Manager: Jacqueline Whybrow
Social and Digital Manager: Aaron Child
Social Media Coordinator: Grace Swift
Agency: TABOO
Managing Director: James Mackinnon
Senior Account Director: Henrietta Corley/Ane-Marie Dabo
Account Director: Olivia Fabris
Strategy Director: Tatum Ambler
Group Strategy Director: Kurt Hately
Social Media Manager: Josh Stuart
Lead Creative: Ryland Summers
Lead Creative: Tom Fitzgerald
Lead Designer: Dane Falkström
Designer: Trent Bucknell
ECD: Nick Jamieson
Ass. CD: Steph Kitchin
Agency Producer: Melanie O’Rourke
Interactive Producer: Hannah Clearly
Film Production: Hooves
Executive Producer: John Pace
Director: Jason Perini
Producer: Gabrielle Pearson
Music: Smith and Western
AR Game Production: Unbound
Managing Partner: David Loughnan
Executive Producer: Leah Yeung
Interactive Producer: Nathan Trevarthen
Media Agency: KWPX
Managing Partner: Nat Morley
Senior Media Manager: Maddy Papilion
PR Agency: Tide PR
Managing Director: Stacey McArdle
52 Comments
Yes not too shabby at all
As a seasoned pilot, it takes someone with a whole lot of chutzpah to take their bird into an inverted barrel roll like that.
You’re right. And it sounds like the passengers also have full faith in the pilot’s abilities.
Hooves never disappoint. Love your work Jason!
Yes please.
This is bloody awesome.
… and so overdue for this brand.
Coopers have always made cracking beer.
Their advertising was incredibly hit or miss, until they got their act together a couple of years ago.
This is more good stuff.
(The screams as the plane rolls: Hilarious.)
Nicely executed
The original was better
https://youtu.be/o-YBDTqX_ZU
Rolling ace high with this quirky approach. What a breath of fresh air!
makes it
Good work to all who was behind it
If you roll a can of beer wouldn’t it fizz up everywhere when you open it?
Amazing work from Hooves as usual. Great work Jason!
And I love it.
Does everyone use ‘rolling’ in their concept these days?
Don’t the Royals have Coopers?
https://www.youtube.com/watch?v=OqPHz693yyE
So they kept The Royal’s line but fired the agency?
——-every staff member of Taboo who did or didn’t work on the campaign got in early to control the comments section with positive and obvious false feedback. I’m assuming its part of the campaign execution.
And not only taboo, seems the production company and director got in for a bit of frivolous commenting too, quite obviously.
Regardless, good idea although slightly disconnected. Execution feels a bit stunted and overly tweaked (look mum, I’m making a funny), but the weirdness of the idea gets it through.
Plane roll is terrible CG and feels like an after thought, could have been integrated into the blocking and scene more.
Final thoughts is it feels like the end gag doesn’t completely land? Why is he rolling, what is he rolling on? Shouldn’t it be made obvious that he’s rolling on a can too?
Decent but i feel a missed opportunity. Could have been in he southern comfort style of effortless and deadpan weird but goes too big.
Weird and wonderful! Lovely work John Pace
So the beer tastes like cement?
This beer is always a go to level of brilliance we Aussie’s enjoy with loved ones. .culturally perfect timing when we feel a bit flat
Could you all please go to the CB blog and make a few comments about our new work for Coopers, the more the merrier! Just say how great the work is and use phrases like “bloody awesome” and “nicely executed!” but nothing too obvious, we don’t want people knowing the love is coming from us.
Cheers.
there’s almost as many comments speculating about the agency/production posting positive comments, than the actual positive comments.
While the ‘critics’ who attack the work on CB are able to hide behind their anonymity,why shouldn’t those who produced the work be allowed to defend it equally vociferously,under the disguise of pseudonyms.
Seems only fair to me.
“…kicking off with the :30 film in cinema”
Has anyone at Taboo checked the numbers on cinema attendance recently?
Not many, if any…
This is fun, but it doesn’t really make me wanna drink the beer. There’s nothing that makes me think “refreshment”
I think it’s good. Especially if you already love the product. A punter will like this.
But before I give this full marks, this is totally just the Rollin’ spot with less craft and a few swaps to hide that they’ve taken the idea from somewhere else.
Stoke to see an SA actor repping for an SA beer – Winter’s a legend.
Who did the Post? Editor? VFX?
@Post
Music + Sound: Smith & Western
Editor: Jon Holmes
Colour: Crayon
VFX: Benjamin Zaugg
DP: Adam Howden
It seems the gen x types are negatively commenting on our below par execution and in-house production qualities. Can we please assemble all 20 somethings without any knowledge of craft in the foyer with their iphones and alter the algorithm to more properly reflect what it was we sold to the client as they are most likely reading this and wondering why they agreed to giving their business to a bunch of hip 20 year olds with no idea, no attention span and no craft. Your patriotism will be rewarded with a free emojis set and some crocs accessories.
Did someone use my time machine?
https://www.youtube.com/watch?v=dF-8mozTTM8
Did they not show the guy is apparently rolling atop a can, as this would make it a bad imitation of the Woodstock How We Roll ad?
they’re called jibbitz grandpa
Try a Coopers with your salty chip x
Umm… did you mean this? https://www.urbandictionary.com/define.php?term=salty%20chip
Has anyone here ever worked in an agency where you’ve actually been asked to astroturf your own press release?
I’m 17 years into my career and don’t recall ever being asked to.
@luke Sadly I’ve seen it multiple times. In staff meetings I’ve heard business owners ask all staff to go on and make some good comments. So pathetic, but you can understand the need to counter all the trolls in fear of the clients losing faith in the agency.
I’ve finally managed to find one time in between cry-wanking to write some snarky nonsense on this Coopers piece. I’m gonna put in links to other ads that have no relevance whatsoever and point fingers at people writing nice things … accusing them of being nice. I’m then gonna crawl back under my rock and wet my bed. Honestly what a load twaddle. This is fantastic stuff Taboo/Hooves, well done.
TK here. Ummm… no, I don’t work for Taboo. Never have. Wish I did (!) – they have a track record of excellent work. So no… I didn’t get the all staff email you mention. So I’ll say it again: This work is bloody awesome. I ask you – what’s it like being so cynical that you actually shit on the positive comments??
@Didn’t they just – this one’s gone over your head cobber. The ‘funny’ is in the inexplicable as well as the jokes that *you* are able to comprehend. The plane roll is literal comedy genius. A lot of good movies and funny jokes must bypass you on the daily by the sounds! Which is a bit of a shame.
@Luke – nailed it. No one actually gets on this blog and high fives their own work. If they feel the need to do that, then it probably shouldn’t be on here.
Hahaha shit Bro, you need a cuddle 😂
Isn’t Coopers the brand that put money behind the NO vote campaign? Forever inexcusable IMO.
Im Into it.
I’ve worked at a few agencies (large multinationals) where the ECD has walked around the office and ordered people to write positive comments so it definitely happens. They thought it might turn the tide in their favour somehow. Classic boomers. But i also worked with a guy who used to post negative comments on his own work. He figured the worst thing in advertising is to be ignored and sometimes people would actually jump in to defend it.
Definitely the worst comment is the zero comments.
I’m into this.
There are positive comments so accuse the agency of making them…check
A link to other ads that use a similar idea…check…so did this one steal Woodstock or Mountain Goat or was it just Rollin’ Insurance? I actually think it was from this:
https://www.youtube.com/watch?v=E40yFk0VI7Q
I remember the first time I saw someone bring Coopers Green to a party and them rolling the beer before they opened it. I wonder if this ad brings back similar memories for other lapsed users?
@How many dudes you know roll like this?
Cinema numbers are reasonably healthy again. It’s also proven as an effective way of launching a campaign when you don’t have budgets for TV but still want to appear ‘big’.
Have you seen the Amplified Intelligence (Prof Karen Nelson-Field) results on cinema…it’s the only video channel they have tested so far that has zero wastage in ‘attention’. As in every impression that gets served gets seen by the audience
A cement truck load better than the ‘There’s a Coopers for that.’ shite.