Coopers Embraces Local Pride in Nationwide Campaign
Coopers, a titan in Australia’s beer industry and the last major locally owned and operated beer brand, has embarked on a pioneering journey with its ‘Local Everywhere’ campaign. This initiative, a brainchild of Special Australia – an independent creative, design, and PR agency, stands as a testament to Coopers’ commitment to local communities across Australia.
A Legacy Spanning Over 162 Years
For over a century and a half, Coopers has not only mastered the art of beer brewing but has also forged a unique bond with local towns across Australia. From Geelong to Glebe and Cottesloe to Cairns, Coopers has become an inseparable part of local culture, found in pubs and homes nationwide.
A Tribute to Local Heroes
‘Local Everywhere’ is more than a campaign; it’s a celebration of the people who’ve embraced Coopers, turning an Adelaide favorite into a national icon. In a remarkable move, Coopers will honor over 1200 towns and cities with their own ‘Big Ale’ installations, embodying the Australian tradition of ‘Big Things’ and underscoring Coopers’ ubiquitous local presence.
Ryan Fitzgerald’s Vision of Local Celebration
Ryan Fitzgerald, the Executive Creative Director, eloquently captured the essence of the campaign, saying, “In Local Everywhere we got 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.”
A Cinematic Ode to Regional Australia
The campaign also shines a spotlight on regional Australia through a 30-second video, filmed in Miles QLD, showcasing real community members and highlighting the pivotal role of local establishments like The Windsor Hotel. Jaimee Neilsen, the hotel’s manager, remarked, “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 so prominently as part of the brand’s campaign really shows their commitment to regional drinking spots just like us.”
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Hyper-Localized Campaign and AR Innovation
In addition to the Big Ales, the campaign introduces hyper-localized outdoor advertising, celebrating the unique identity of hundreds of Australian localities. The launch of a geospatial AR mobile experience, featuring dynamically appearing AR ‘Beer Cans’ across the nation, marks an unprecedented move in the Australian marketing landscape.
Reflecting Australia’s Growing Local Preference
Aligning with Australian consumer trends, Coopers’ ‘Local Everywhere’ approach is a response to the growing preference for Australian-owned and made beer brands. The campaign’s nationwide reach, with 75% of Coopers’ volume sold outside South Australia, exemplifies the brand’s commitment to local preferences.
Join the ‘Local Everywhere’ Movement
The ‘Local Everywhere’ Big Ales will go live from Monday, 20th November, across over 1200 destinations in South Australia, New South Wales, Victoria, Tasmania, Queensland, Canberra, and Western Australia. To experience this unique campaign and connect with the local spirit of Australia, visit the links provided for an exclusive look at Coopers Big Ales.
Coopers’ ‘Local Everywhere’ campaign is not just a marketing strategy; it’s a celebration of Australian locality, culture, and community spirit, reinforcing the brand’s deep roots in every corner of the nation.
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