Coopers Brewery

Coopers
Mild Ale

Media
Marketing
Strategy

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.
 

Let's chat

Deeper
Connections
Better Business

Kwpx Kaurna yartangka yuwanthi. Kwpx stands on Kaurna land. We work across Kaurna land and Larrakia land in the Northern Territory. We take pride in everything we do and see reconciliation as important work for all Australians.

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Adelaide

Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100

Darwin

The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799

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Adelaide
Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100
Darwin
The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799
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