Coopers Brewery Steps into Summer with Biggest Marketing Campaign in 160-Year History via TABOO – Campaign Briefing


Coopers, Australia’s largest independent family brewery, kicks off the summer with the biggest marketing campaign in its 160-year history developed by independent agency TABOO.

The campaign focuses on ‘the roll’, the unique ritual that releases the full flavor of a Coopers beer and presents its characteristic cloudy appearance.

Each Cooper goes through a secondary fermentation process, letting the sediment settle to the bottom. By gently rolling the bottle, can or keg before opening it, the full flavor and consistency of a Coopers is released.

To turn the age-old ritual into common knowledge, Coopers has teamed up with TABOO, to ensure Aussies on either side of the bar get the most out of their Coopers.

Given the importance of the message and to ensure that as many people as possible enjoy Coopers as they should, “The Roll” campaign will be the largest integrated marketing effort the brewery has undertaken in its lifetime. 160 years of history.

The campaign hero film (produced by HOOVES, directed by Jason Perini) follows a bartender (Australian actor Mark Winter) on his journey to work where his dedication to serving the perfect Coopers comes through in humorous and unexpected ways. The ‘Roll On’ soundtrack composed for the campaign by Smith and Western has been turned into a 2-minute version which will be available on Spotify.

To amplify the idea and reinforce the ritual, an AR-enabled multiplayer game created by immersive technology company UNBND, challenges users to roll their Coopers along a bar and into the “Full Flavor Zone”, to have a chance to win a share of the $25,000 prize pool.

Coopers Brewery heads into summer with biggest marketing campaign in 160-year history via TABOO
Coopers Brewery heads into summer with biggest marketing campaign in 160-year history via TABOO

James Mackinnon, Managing Director of TABOO, says, “Attaching a ritual to a product can unlock enormous brand and consumer value, especially when it connects to a unique and compelling product truth. Coopers centuries-old brewing process has organically created a distinct and clean ritual. We wanted this campaign to explain and encourage the behavior in a fresh, interesting and not too serious way for Australian drinkers.

According to Kate Dowd, National Marketing Manager at Coopers: “Coopers loves the roll; it is visceral, unique and creates brand memory for our drinkers. We want all drinkers to ride this summer to their local bottle shop or pub. We look forward to sharing this exciting, socially driven campaign with our loyal and new drinkers across Australia, with a strong focus on NSW.

The integrated campaign has launched nationwide and will roll out over the summer, starting with the movie: 30 in theaters and appearing online, alongside the augmented reality game, all supported by digital, social media and OOH, to podcast sponsorship and an influencer campaign. All of this serves to build awareness, engagement and participation in the unique Coopers Roll ritual.

Client: Coopers Brewery
National Marketing Director: Kate Dowd
National Campaign Manager: Lucy Noblet
Trade Marketing Manager: Jacqueline Whybrow
Social and Digital Manager: Aaron Child
Social Media Coordinator: Grace Swift

Agency: TABOU
Managing Director: James Mackinnon
Senior Account Manager: Henrietta Corley/Ane-Marie Dabo
Account Manager: Olivia Fabris
Chief Strategy Officer: Tatum Ambler
Group Strategy Director: Kurt Hately
Social Media Manager: Josh Stuart
Main Creation: Ryland Summers
Main Creation: Tom Fitzgerald
Lead designer: Dane Falkström
Creator: Trent Bucknell
ECD: Nick Jamieson
Ass. CD: Steph Kitchin
Agency Producer: Melanie O’Rourke
Interactive Producer: Hannah Clearly

Film Production: Clogs
Executive Producer: John Pace
Director: Jason Perini
Producer: Gabrielle Pearson
Music: Smith and Western

Game production: Unbnd
Managing Partner: David Loughnan
Executive Producer: Leah Yeung
Interactive Producer: Nathan Trevarthen

Media Agency: KWPX
Managing Partner: Nat Morley
Senior Media Manager: Maddy Papilion

PR Agency: Tide PR
Managing Director: Stacey McArdle

William L. Hart