Hit the refresh button.
With crisp and refreshing Lagers in high demand, Coopers launched their newest addition to the family in October 2018. Produced from Coopers own maltings facility as the foundation for the brew, Coopers Dry delivers on the promise of a refreshing, low-carb, fine-filtered beer. With a new product launch, Coopers wanted a fun and refreshing integrated campaign. The primary key visual derived from an animation video portraying the refreshing quality of Coopers Dry, following three radio ads featuring well known soundalike characters which represent the beer you’re drinking now. The radio was a tongue in cheek, humorous way of looking at the ‘character of beer’, while playing on the refreshing nature of Coopers Dry. You know exactly what you’re going to get, so you might be ready to ‘Hit the Refresh button’ and try something new - Coopers Dry. Radio included partnership with Nova on live reads, takeovers on shows such as Drive and social promotion. Further integration included a strong digital campaign across native, programmatic and display. In addition, a partnership with Shazam to offer discounted product to consumers, with promotion on outdoor furniture, social and digital.