Coober Pedy has acres of red dirt. Scotland has acres of lush green grass. Not much in common. Just one connection really. The Coober Pedy Opal Fields Golf Club holds reciprocal playing rights with the birthplace of golf, St Andrews.
From that unlikely connection, the inaugural Coopers Mild Ale Coober Pedy Classic was born. BYO turf. Busted buggies. Opal-mined bunkers. It’s one of the most unique and out-there tournaments players could ever experience. It’s Forever Original (which happens to be the beer’s slogan).
Ant White, co-founder and CCO at Sunday Gravy, stated, “In a climate where audiences, absently scroll past most things, you have to think differently about earning attention. Entertainment first is always our starting point. When brands get the chance to create something tangible, something you can attend, compete in and, even better, share a beer at, you take it. It’s about creating experiences people genuinely want to be part of.”
The Coopers Mild Ale Coober Pedy Classic is billed as a tournament for beer drinkers, not golfers – unless you’re a golfer who likes beer. That means it’s one every Aussie can have a crack at. No handicap or strict dress code required. Punters simply buy any Coopers Mild Ale for the chance to play the Classic. Win at Coober Pedy, arguably the world’s roughest course, and you and a mate earn the right to head to Scotland to tee off at one of the world’s finest.
Jessica Douglas, brand manager, Coopers, commented, “For us, the Coober Pedy Classic is a great extension of our long-running Forever Original brand platform – backing Aussie ingenuity and celebrating individuality. In a category that often plays it safe, we are once more choosing to play it differently. Or, more accurately, Forever Original.”
Lucy Noblet, campaign manager, Coopers, stated, “The Coober Pedy Classic captures the Coopers spirit perfectly. Backing the locals, celebrating originality, and creating the kind of tournament where having a laugh with your mates matters more than your handicap feels unmistakeably Coopers.”
Sunday Gravy creatives, Alex Crampton and Lenna Boland, added, “Partnering with the locals, especially Club Captain Steve Borrett as our lead talent was a highlight. Coober Pedy doesn’t pretend to be something it’s not. It’s proud of what it is. That felt very Coopers to us. Authentic, dry and just bloody fun.”
The full campaign covers PR, video, digital, social, OOH and radio.
The Coober Pedy Classic takes place May 15-17 2026. To have a go, you don’t have to be a pro. You just have to buy a beer.
Credits:
Client: Coopers
National Marketing Manager:Kate Dowd
Brand Manager: Jessica Douglas
Campaign Manager: Lucy Noblet
Social & Digital Manager: Aaron Child
Social Media Co-ordinator: Maddi McCarthy
Trade Activation Manager: Amy March
National Trade Marketing Manager: Jacqueline Whybrow
Creative Agency: Sunday Gravy
Production Company: MOFA
Director: Hayden Somerville
Executive Producer: Llew Griffiths
DOP: Alex Serafini
Offline & Online editor: Jen Cahir @Sunday Gravy
Colourist: Ted Deacey
Special thanks to Steve Borrett & Nadine Lewis at Coober Pedy Golf Club.
Media Agency: Atomic 212
Planning and Trading Director: Maddy Papilion
Planning & Trading Manager: Georgia Rowntree
Senior Digital Manager: Ray Liew
