It's a Bit TropicAle
For the first time in over 14 years, Coopers have released a new member to the roundel family. With a striking blue roundel label, Session Ale is the first refreshing, Summer style Ale, with distinct tropical fruit aromas to be added to the Ale range and Coopers family. From March 2018, Coopers released Session Ale in bottles and cans. To celebrate the launch and leverage market demand, we developed a National campaign. The campaign was brought to life through high impact hero artwork alternating between product shots, featuring personalised tropical illustrations and the headline 'IT’S A BIT TROPICALE'; drawing the connections between the style of beer and tasting notes. The campaign covered substantial outdoor reach through large format, street furniture, retail, posters and murals. In addition, a prominent digital and social presence through display, animated videos and content pieces. Lastly, a product launch event activation in Bondi, NSW.