Coopers has rolled out its summer marketing push, with ‘Rolling your bottle, can or keg’ spearheading the message.

Character “Steve the bartender” fronts the Coopers Roll campaign which aims to encourage consumers to unlock the full flavour of beer by rolling it before consumption.

Being touted as the biggest marketing campaign in the family-owned brewery’s 160-year history, the drive includes a can-rolling mobile augmented reality game with $25,000 in prizes.

Cooper’s national marketing manager, Kate Dowd, said the socially led campaign will have a strong focus in NSW. 

“Coopers loves the roll,” she said.

“[It] creates brand memory for our drinkers.”

Coopers released its 2021/22 financial results last week and reported a decline in sales volumes across most of Australia but still managed a profit before tax of $27.3 million.

While the company continues to deal with the effects of the pandemic, it will soon begin development of its $50m Regency Park precinct which includes a microbrewery and whisky distillery.

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