Coopers launches new limited edition Hazy IPA in national OOH and digital campaign via TABOO
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited-edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO.
TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The aesthetic is a deliberate evolution from the more traditional packaging – think abstract, sweeping forms that wrap around the can and a mandarin colour palette that’s in line with the beer’s hazy appearance and citrus flavour notes.
Says Matt Heays, creative director, TABOO: “We recognised this was a key opportunity to break the mould for Coopers. To mark the release of this special drop, the design needed to visually express the unique and distinctive flavour profile but it also needed to clearly communicate that it sits within Coopers family of beers, by retaining the size and position of the legacy Coopers roundel. We feel the final product reflects both of those objectives nicely.”
Says Cam Pearce, director of marketing and innovation, Coopers: “We’re excited to see the Hazy IPA limited release move off shelves around the country from August 17th into the hands of our loyalists and also welcoming new drinkers into the family. The limited-edition packaging is a bold and eye-catching evolution of the Coopers roundel with a new progressive look and feel. While we’ve been around for a long time, we’re still passionate about exploring and crafting new and different beer styles to meet the many tastes of drinkers around the country. The Hazy IPA and its new packaging expresses that passion.”
Coopers Hazy IPA launched via an OOH and digital campaign across five capital cities, with consumers able to catch a glimpse of the new beer across billboards, hand-painted murals, die-cut special build street furniture and social media.
Yelldesign produced the paper art used across the campaign.
Coopers engaged TABOO in 2019 to help recruit new drinkers across the portfolio, predominantly via the sub-brands as well as development of the successful music platform Live, Loud and Local that was launched during the national COVID-19 lockdown earlier this year.
Coopers Hazy IPA launched this week with beer available at all good bottle shops from August 17th. You can find your closest stockist at www.coopers.com.au.
28 Comments
Nicely done!
Great headlines on those posters
That’s some damn nice work right there. Well done.
This design is beautiful. I don’t even like IPAs but I’m tempted to buy.
This is literally the first time ever that the appearance of some packaging has made me want to try the product inside. So job well done.
Do they need a headline? No.
Hazy. Is that a reference to the traditionally cloudy appearance of Coopers or the way it makes you feel?
It’s a pretty common beer type.. this video might help.. https://www.youtube.com/watch?v=eaRCuh7bH3g
The design is gorgeous. Nice one.
Never thought I’d see beer packaging I’d describe as ‘beautiful’, yet here it is. Nice work Taboo!
we write our comments here.
To say nice job.
Does it feel to anyone else like they’ve nicked Wayward Brewing Co.’s style? https://craftypint.com/brewery/268/wayward-brewing-co
It’s nice, but Coopers need to work out what their name is – and their logo. Is it Coopers? Or Coopers brewery? Cause they both look totally different.
This is genuinely beautiful. Nice move Coopers.
Beer needs more than nice design to sell.
That usually involves a little thing called an “idea”, or at the least a very deep community engagement strategy.
And when Coopers backed the “No” vote they shot a decade of community engagement in the foot.
Are you PR-ing lovely design, or are you PR-ing a campaign? Because a campaign I do not see…
Points for the package design. As for the ad campaign, pretty pictures just aren’t enough.
I think you’ll find – if you speak to someone who sells beer for a living- there are many more important factors than an “idea” in selling beer- the product itself, brewing credentials, packaging, distinctive assets, mental and physical availability.
If you’re talking about mainstream brands, yes- an idea is critical. But in the world of craft beer, I’d love to hear what you think the “idea” is for highly successful brands such Balter, Stone and Wood, Pirate Life, Garage Project. I think you’ll find your “idea” is really not high on their agenda.
You are 100% correct in regards to this category.
Ad-wanker of 15+ years reporting-in: this looks delish enough to grab a slab based-on aesthetics + Cooper’s brand rep alone IMHO.
Bloody great design guys.
Now this would have to be the funniest thing I’ve seen in a long time. Thanks for making my day Coopers and Taboo. I can see the sell to client right now. Big picture of the product and, wait for it…. say nothing. We think the can is enough. Fantastic. Sold. Let’s get’em up.
I’m going to explain this like I’m talking to a Labrador. Brands need to take a position in the market to stand out against their competition. The positioning is achieved with an idea. With no idea there’s no brand positioning. With no brand positioning there’s no difference between these brands. So why would I choose Coopers Hazy instead of Balter, Stone and Wood, Pirate Life ect?
A well-trained Labrador will tell you that brand positioning is certainly not contained within the confines of an OOH poster, and doesn’t need a tagline or pithy idea to place itself squarely in the world (although it certainly can help). Brand positioning lives within the mind of the punter, and is built-up over years of associations with said brand.
Someone driving past this doing 75 km/h knows that Coopers = old; independent + family-owned; traditional; slow to adopt change; from SA. It’s not Gold Coast ‘n surfy; progressive and Byron-y; or craft-y and hipster-y.
Could go a beer ay.
“So why would I choose Coopers Hazy instead of Balter, Stone and Wood, Pirate Life ect?”
Taste perhaps?
Do you think the average person enters the pub, walks up to the taps and thinks “hmmm, which one of these has the brand positioning I can most relate to on a personal level? That’s what’s important to me in a beer – marketing wank”.
None of the above sells the beer by taste. And if it tried, so what? Other brands could say the same, unimaginative thing. Call me old fashioned but your view undermines decades of smart marketing responsible for building the country’s biggest beer brands. Good luck with it.
The lack of idea is relevant because this is an advertising and communications forum and the Agency are PR’ing their work.
Of course its not the only thing that builds a brand.
Some fresh new packaging doesn’t fix that.
It ain’t.