Australia – Coopers, a locally owned and operated big-beer brand in Australia, has recently announced its latest multi-touchpoint campaign, celebrating its position in the local brewing industry of the country.
Titled “Local, Everywhere,” this initiative alongside advertising agency, Special Australia, intends to promote the brand as one of Australia’s original beers, raised by the locals. At the same time, it recognises the community that raised the nation’s favourite beer by putting the locals at the forefront of the campaign.
Following this venture, Coopers has also embraced an Australian tradition coined ‘Big Ale ‘, a symbolic gesture showcasing Cooper’s genuine ‘local everywhere’ ethos. This comes after a series of bar events sponsored by the corporation to highlight their extensive local presence across the country.
As the launch of Big Ales celebrates the essence of locality, the project also acknowledges the individual nuances of hundreds of cities, towns, and suburbs around Australia with hyperlocalized ‘As Local As’ OOH messaging, giving a shout out to what makes each location unique.
Ryan Fitzgerald, executive creative director, said, “In Local Everywhere, we have a platform that lets us celebrate the genuine connection that Coopers has established with drinkers right around the country off the back of 162 years of brewing exceptional beers. The Big Ales is our playful way of thanking Coopers drinkers everywhere leaning into something quintessentially Australian at a scale like never before.”
Said initiative also includes an AR experience that will be supported by online video, with 30-second piece championing Coopers’ regional customers. The film, shot in Miles QLD, involves real community members and centres around The Windsor Hotel, currently under the helm of Jaimee Neilsen.
Speaking about Miles’ involvement in the piece, Jaimee Neilsen said, “Coopers have been part of our community for years now. For us, Coopers has been more than a brand; we feel like a real extension of the family, and welcoming cameras up in Miles and featuring them so prominently as part of the brand’s campaign really shows their commitment to regional drinking spots just like us.”
Since its inception in 1862, Coopers has long been loyal to beer-making practices as well as their local towns in the country, ranging from Geelong to Glebe, Cottesloe to Cairns, and every town in between.
