Coopers taps The Royals as masterbrand agency
Iconic Australian beer brand Coopers has appointed independent agency The Royals as its masterbrand strategy and creative partner. The appointment follows a competitive pitch across Australia.
Founded by Thomas Cooper in 1862, Coopers Brewery’s 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.
A sixth-generation family owned business and Australia’s largest locally owned brewery, Coopers joins The Royals’ expanding client portfolio.
Says Cam Pearce, director of marketing and innovation, Coopers: “After a comprehensive process evaluating outstanding pitches from a number of agencies around Australia, we are delighted to appoint The Royals to help us drive Coopers forward as we welcome and engage new drinkers into our family brand and continue to delight our existing fans.”
Says Dan Beaumont, managing partner, The Royals: “We are inheriting an iconic Australian brand with an enormous amount of good will in the market. We are honoured to be entrusted with creatively steering this next phase of growth and we’ll be bringing the full strength of our strategic and creative expertise to Coopers to help them hit the right mark for drinkers, particularly in this environment.”
The first Coopers campaign from The Royals will hit the market in coming months.
13 Comments
Congrats to The Royals on a great win and congrats to KWP! who’ve done an outstanding job over many years.
“Congrats to KWP“ who manage to lose this business after many years
Congratulations to the Royals team. That’s a great win. Really looking forwards to seeing what you guys conjure up.
Way to go Royals. Great fit.
Sad for KWP but looks like the Royals are doing something right over there. Happy that it went to an indy.
Well done Royals and Coopers. Great people working on a great bunch of products 👏
I think the packaging says it all.
“If it isn’t at your local, sell your house” is still one of the most memorable lines I’ve seen for a beer campaign.
Congratulations Royals
Can’t believe KWP has let this slip through their fingers after 20+ years. This has to be seen as a reflection on the new owners and all senior management as a massive fail. It’s a big hit for KWP reputation as being the biggest and most creative shop in SA (as they keep telling everyone) The glory years are now behind them …. now that is sad but true
When Coopers leave it’s time to turn off the lights at KWP.
The place is an utter shambles.
That is a coup indeed. Well done Royals. Tsst.
I guess this means RAA will be next to leave the sinking ship… choppy water ahead…. full steam then