Summary
In 2020, Coopers renamed its Session Ale to Pacific Pale Ale to better align with the category and reflect its tropical flavour profile. We repositioned the brand to capture the essence of Australia’s Pacific coast via new packaging and brand comms. We saw an opportunity for Pacific Pale Ale to capitalise on the latent equity that Coopers has gained in surf culture – being a trusted staple at all good coastal pubs for 150 years.
The ‘Best After…’ platform uses a flexible messaging construct, positioning Coopers as the perfect beer after all the things we love doing on the coast. It’s also a nod to the unique ‘Best After’ date on the beer, due to Coopers’ unique can fermentation process.
Together with world renowned Surf authority STAB and some of surfing’s biggest Coopers fans, we hit the Pacific Coast in search of adventure.
Results
- 8M reach campaign reach across OOH, digital and social, with 31% of that being earned reach, demonstrating the success of the campaign to authentically connect with our audience.
- 100+ Shares from influential members and publishers within the surfing community, including Billabong, big wave surfer Albie Layer and liked by the GOAT (Kelly Slater), contributing to an enormously positive sentiment amongst the notoriously hard to crack subculture of surfing.
- 5.1M campaign engagements across Coopers, Stab and Surfing Community Posts, generating an engagement rate of 37%, well beyond the 12% benchmark.
- 6 min average watch time on long-form web content averaging a 75% completion rate.
