Coopers attacks copycat brews
Adelaide agency KWP has created two new campaigns for Coopers – one that attacks ‘pale imitations’ of Original Pale Ale, and another that promotes the history and authenticity of its Sparkling Ale brand.
The first campaign uses street art typography on street furniture, specials boards in pubs and magazine executions to respond to the rise of what Coopers views as copycat brews.
KWP worked with chalkboard artist Monique Cannon on the campaign.
Used to drink Coopers as my beer of choice but I find most of those ‘Pale imitations’ are actually a better tasting beer.
Yes, i also question the insight. Without seeing any research, I would assume most Coopers Pale drinkers outside SA really enjoy trying all those new “pale imitations”. MC
Coopers used to be interesting hipster beer when compared to macrolagers, now it’s mainstream compared to tasty microbrews..
Coopers was a bit of a benchmark brand, with that authenticity that most brands in this country would kill for….but in striving for hte mainstream $, they’re at risk of becoming a pale imitation of who they once were… Coopers clear? What’s that a pale imitation of??
They have so much going for them – comparitive advertising, however passive – should never be on the cards
What about Coopers Clear, if that is not a copycat of the so called ‘MacroLagers’ then Ill give up drinking. The good folk at Coopers can’t have their cake and eat it to.
Coopers are the perfect example of a an Adelaide family business that has grown dramatically but still runs like a little Adelaide family business at heart.
KWP helped Coopers grow it’s brand many years back, but like a typical Adelaide family business, Coopers has remained forever grateful to them, despite their marketing and advertising failing to have strong influence outside SA, or even the younger generation.
It’s about time that Coopers management perhaps recognise the size of their company and put their account out to pitch!
Pale Ale is the original and the best. All the other micro brewery attempts can not touch the flavour and consistency of Coopers. If you want your pale to taste of honey or some other sweet additive then go for it. For me Pale and Sparkling beat all comers.