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Beer for Thought

Boutique beer Coopers 62 has launched an integrated campaign encouraging people to explore the different ways to enjoy beer.

The campaign, ’62 Individual Reasons to Drink Coopers 62’ is being delivered through traditional and digital media channels.

62 reasons go on and offline

A new website has been created where users can watch videos listing all the different reasons and share them via Facebook and Twitter. Reasons include “You met your deadline”, “It’s Friday” and ”Left Work Early.”

The campaign will also be featured in print, outdoor, billboards, lift media and point of sale material in shops, bars and clubs.

Matching the message to the audience

Coopers 62 is aiming the campaign at its core audience of 24 – 34 year olds, a demographic it hopes will respond well to the strong social media content.

’62 Individual Reasons to Drink Coopers 62’ was developed by Sydney based agency Colman Rasic, who recently produced an interactive website for the beer company based around the brand’s sponsorship of the Australian Masters Golf Tournament.

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