Coopers Brewery continues ‘Forever Original’ brand platform with national integrated campaign

Australia – Coopers Brewery has launched a new phase of its long-running brand platform, ‘Forever Original’, unveiling a film created in collaboration with creative agency Special and production company EXIT.

The latest campaign centres on everyday expressions of individuality, drawing on the brewery’s origins and heritage. Founded more than 160 years ago, Coopers traces its beginnings to Thomas Cooper, whose varied trades preceded the establishment of the brewery. The ‘Forever Original’ platform reflects what the company describes as a long-standing commitment to independence and originality.

The film is set in a traditional Australian pub and follows a character playing pool in an unconventional style, highlighting personal confidence and freedom of expression. The spot was directed by Adelaide-based director Conor Mercury of EXIT.

Ryan Fitzgerald, executive creative director at Special said, “For some, there’s no better canvas for originality than the pool table at their local. Flair reigns, physics bends and the rules melt away. In these moments, there’s no better beer to raise than a Coopers because originals drink original.”

According to Coopers, the campaign aims to spotlight moments of originality found in familiar social settings, including pubs and neighbourhood spaces, and positions the brand as a symbol for those who value individuality.

Jessica Douglas, brand manager at Coopers, commented, “With this iteration of ‘Forever Original’, we’re excited to include the punters that drink us, while celebrating the confidence that comes from being independent and truly yourself.”

The new film builds on Coopers’ 2025 ‘1 of 1’ campaign, which featured hundreds of unique advertisements. The broader integrated campaign will roll out nationally from 1 February 2026, spanning broadcast, cinema, out-of-home advertising, digital platforms and social media.