Coopers Brewery has launched an unfiltered and a timeless campaign for its Original Pale Ale.
The campaign introduces the beer’s new positioning, “Reserved for Good Mates”, developed specifically for Original Pale Ale.
It celebrates the unfiltered friendships that define the beer’s loyal, older drinkers – the ones who’ve stuck with Coopers long before beer trends came and went.
Reserved for Good Mates aims to be a reminder to connect with your mates over a few cold beers.
At the heart of the campaign is a tongue-in-cheek music track performed by a band of Aussie musos, singing candidly about the aches, pains, and indignities that come with getting older.
The film, directed by Revolver’s Matt Devine, is a playful embrace other beer brands overlook – and a celebration of the people who made Coopers Pale Ale an icon in the first place.
Jessica Douglas, Brand Manager at Coopers, said: “This campaign celebrates drinkers who’ve been with us through every era – mates who don’t need filters or pretence.”
Coopers is also taking the celebration global by giving two lucky mates the chance to travel to Old Mate’s Pub in New York City, where they’ll raise a glass of Coopers Pale Ale with locals and share a taste of Aussie mateship abroad.
Developed by Sunday Gravy, Reserved for Good Mates stays true to Coopers’ heritage while speaking directly to the audience who’ve kept the beer forever relevant.
Andy Graham, Senior Strategist at Sunday Gravy, said: “Coopers is an Aussie classic.”
“Original Pale Ale has always been for real mates, real conversations, and real moments. This creative just puts that pride out in the open.”
Sunday Gravy will roll out the integrated campaign through video, digital, social, OOH and PR.
Client: Coopers
National Marketing Manager – Kate Dowd
Brand Manager – Jessica Douglas
Campaign Manager – Lucy Noblet
Social and Digital Manager – Aaron Child
Social Media Co-ordinator – Maddi McCarthy
National Trade Marketing Manager – Jacqueline Whybrow
Creative Agency: Sunday Gravy
Production Company: Revolver
Director – Matt Devine
Managing Director/Co-Owner – Michael Ritchie
Executive Producer/ Partner – Pip Smart
Senior Producer – Serena Paull
Director of Photography – Jeremy Rouse
Art Director – Octavia Spartels
Wardrobe – Nell Ferguson
Casting – Nick Hamon Casting
Postproduction: ARC
Executive Producer – Winnie O’Neil
Editor – Dan Kircher
Music Composition: Electric Sheep
Media Agency: Atomic 212º
Planning and Trading Manager: Kate Moroney
Planning and Trading Director: Maddy Papilion
Illustrator: Jake Foreman c/o Jacky Winter