Special Australia has been appointed as the creative agency for the independent family-owned brewery Coopers, following a competitive pitch process.
Building on Coopers’ successful Forever Original brand positioning, unveiled in recent years, Special unlocked a unique way to forge a deeper connection with Australian drinkers.
This opportunity will give relevance to not only the Forever Original platform but to Coopers’ place on tap, on the shelf and in the hands of locals right around Australia.
Kate Dowd, Coopers national marketing manager, said: “We are so pleased to appoint Special as our creative agency and look forward to working with their experienced team to ensure even more Australians get the opportunity to experience the amazing taste of an ice-cold Coopers beer this summer and beyond.”
Ryan Fitzgerald, Special’s executive creative director, said: “With over 160 years of independence, originality and the finest beers in the country—there’s a lot to be excited about. We share an ambition with the Coopers team for what creativity can do for this iconic brand and we can’t wait to help shape its next chapter.”
Lindsey Evans, CEO Special Australia, said: “We are thrilled to be working with this world class team to further strengthen this iconic brand’s position and bond with Australians.”
Coopers retains KWPX, Immediate, Cowan Agency and Corporate Conversation to service its media buying, shopper marketing, packaging design and public relations respectively.
The first work from this new partnership will hit the market in late 2023.
This comes after Special launched its standalone public relations business, Special PR, in response to growing demand for creative PR solutions.
The new business for the independent creative and design agency will be led by Alex Bryant, a former Red Havas managing partner, for consumer and brand, with an offering across Sydney and Melbourne.
See also: Special Australia launches Special PR led by Alex Bryant