Volley reveals third instalment of successful strategy
By Imogen Bailey | 17 March 2021
The partnership follows similar successful partnerships with VB and Vegemite.
However, the Coopers Volleys won t be available for purchase, instead they can be redeemed by customers who purchase a case of Coopers XPA at select liquor retailers across the country.
Additionally, for those enjoying a glass of XPA at their local, scratch and win cards will be available at more than 60 participating drinking venues across the country.
Prizes include Volley sneakers, socks and caps, and limited edition XPA enamel pins.
Volley Australia marketing manager, Sam Despotidis, said the brands similar heritages made the partnership a natural fit.
February 1 2021, 10:40 am | BY Ricki Green | 12 Comments
In its 159th year of quenching the thirst of Australians, Coopers Brewery has launched a new strategic direction and brand positioning – ‘Forever Original’ – in partnership with The Royals.
‘Forever Original’ puts the spotlight on Coopers’ origins as Australia’s original craft beer, first brewed in 1862, and communicates the brand’s relentless pursuit of never settling. It’s the first work from The Royals since winning the account last year.
The launch kicks off with a national out-of-home campaign, featuring a distinctive design and the bold use of Coopers bottles and cans, along with headlines such as “Forever Original since 1862”, “Always roll your own way” and “Crafting since the 60s. 1862 to be exact”. A full switch-out of all POS across the country is also underway.
February 1, 2021 9:09
Independent brewer Coopers Brewery has unveiled a new strategic direction and brand positioning, ‘Forever Original’, in the first work undertaken by independent agency The Royals.
Appointed as the masterbrand strategy and creative agency for Coopers in mid-2020, The Royals have launched a national out of home campaign for the beer, with the Coopers bottles and cans at its centre.
Tim Cooper and Melanie Cooper
Coopers Brewery was founded by Thomas Coopers in 1862, and the new out of home assets include headlines like ‘Forever Original since 1862’.
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Other assets feature ‘Always roll your own way’ and ‘Crafting since the 60s. 1862 to be exact’.