Coopers Mild Ale Campaign

Drinking a cold beer and watching the cricket are synonymous with summer in Australia...

The Challenge

Coopers were planning on having some brand-in-hand opportunities through festivals over summer which didn’t go ahead due to COVID.

We wanted to drive engagement in a more secure way that would be unaffected by macro environmental conditions

The Solution

We know that drinking cold beer and watching the cricket are synonymous with summer in Australia. In a year where the Ashes were being held in Australia, we knew interest in cricket would be strong and we leveraged the hotly anticipated return of ‘Triple M Rocks Cricket’ with its beloved commentary team to keep Coopers top of mind with listeners.

A naming rights sponsorship consisted of thousands of brand credits, a spot schedule with talent recorded spots, and live reads we

included meet and greets with some beer education so as the commentators were well versed in Coopers Mild for their on-air banter.

A retailer was brought in as an activation partner to assist with driving trial. A free can of Coopers Mild was given to anyone who bought any case of mid strength beer.

The Result

The campaign saw Coopers Mild grow faster than the mid strength beer category over the summer. The retailer we partnered with for our radio call to action saw an increase in volume of over 50%. An increase of 5pts was seen by those retailers that we did not feature, showing an added benefit.

The delta between brand and category performance was strongest in January across multiple states showing a gain in share which continued into February. Sales spikes were also seen during the campaign across BWS, Dan Murphy’s and a number of independent retailers.

Coopers
Mild Ale

The Challenge

The Solution

The Result

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