Beer brand Coopers Brewery has broken tradition with its latest campaign for its Coopers Clear range with a poster devoid of bold headlines.
The campaign was created by Adelaide ad agency KWP. A statement from the agency said: "The introduction of a lighter style of beer in Coopers Clear was a refreshing change; as was the move away from the headline based ads the brand has become famous for."
Coopers Brewery brand marketing coordinator, Rachel Coopers-Casserly, told AdNews: "Traditionally we have successfully used bold and often witty headlines to advertise our flagship beers, Pale Ale and Sparkling Ale. The new Coopers Clear campaign relies on fresh, bright and stylish imagery to appeal to a younger, visual demographic.
"Pale Ale and Sparkling Ale continue to be marketed with new creative including the traditional bold headlines with new advertising campaigns currently in market."
The brewery launched Coopers Clear two years as an alternative 'low-carb' dry beer. Last year, Coopers Clear ran an on-pack augmented reality promotional campaign which gave away a set of diamonds.
In September 2011, Coopers Brewery boss Glenn Cooper made headlines when he slammed Woolworths and Coles for being "killers of Aussie brands". Cooper said the pair's monopoly of the food, petrol and liquor industries and its private label brands are "undermining" established brands.
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