The Royals has launched its first campaign for Coopers Brewery since it won the account last year. The national OOH campaign introduces a new positioning for the beer, Forever Original, highlighting the brand’s being Australia’s original craft beer (first brewed in 1862) and promoting its relentless pursuit of never settling. Coopers Brewery is a sixth-generation family owned business and Australia’s largest locally owned brewery.

The billboards’ distinctive design draws attention to headlines such as Forever Original since 1862, Always roll your own way and Crafting since the 60s. 1862 to be exact. A full switch-out of all POS across the country is also underway.

The new brand positioning lays the groundwork for the main body of work, which will appear during 2021. It extends across key assets, such as branding design, brand voice and customer experience, and runs across all touchpoints.

Cam Pearce, director of marketing & innovation at Coopers, commented, “Since Coopers’ foundation close to 160 years ago, we’ve been a brand of no imitations, no pretending, and above all else, a brand that always strives for authenticity. Forever Original encapsulates this spirit perfectly and is a timeless reminder of our promise to drinkers.”

The Royals’ Sydney head of strategy, Tom Donald, added, “Coopers is a brand with a huge amount of history and a demonstrated commitment to originality, independence, and quality in everything they do. Once we arrived at Forever Original, it felt like the most natural fit in the world. Here is a brand that has remained unswervingly true to itself for six generations. That’s very rare in this country and worth celebrating for years to come.”