Coopers is a truly iconic Australian brand. Having stuck to its original recipe, unique brewing processes, and remaining fiercely independent since 1862, it is the nation’s original craft beer.
Master brewers they most certainly are. But master marketers? Not so much. Coopers was slipping in brand awareness, relevance and consumption with the under-40s, those critical for the long-term health of the business. For them, it was a bit of a ‘Dad brand’ in need of a tune-up.
To fix this recruitment issue, The Royals developed a new positioning for the brand – ‘Forever Original’ – grounded on the fierce independence, confidence, and authenticity of the Coopers family and the beer they’ve brewed for six generations. We also developed a competitively distinctive ‘brand world’ for Coopers that instantly attributes, then rebranded the entire path-to-purchase from OOH to shelf wobblers, updating 1000s of touchpoints across the country in the process.
+4.5%Growth in the category in 2020, and continuing to do so
+11.5%Growth in the bottleshops category in 2020, faster than the category itself