Colman Rasic finds 62 reasons to drink in new integrated advertising campaign for Coopers 62

Colman Rasic, Sydney has launched a new ’62 Individual Reasons to Drink Coopers 62′ integrated campaign. The idea allows people to explore all 62 individual reasons to drink the beer through a range of interactive and traditional channels.

Coopers 62 launched in 2009 and quickly established a unique tone of voice, in a very cluttered Australian beer market.

This new campaign will be executed across print, outdoor, online, innovative interactive billboards, Facebook and Twitter, lift media, online video and point-of-sale material within bottle shops, bars and clubs.

Colman Rasic also created a new website allowing users of the site to navigate through video of all the different reasons, explore them in more detail and share them directly through Twitter and Facebook.

Says Lorna Stephen, brand manager of Coopers 62: “The new campaign developed with Colman Rasic cleverly ties in what our market (the 24-35 year old corporate segment) can truly relate to. The campaign overall and the website is highly engaging… we believe it to be a fantastic platform moving forward; truly adding personality to the brand whilst staying in touch with the Coopers’ Masterbrand values.”

Adds Ben Colman, CEO of Colman Rasic: “We’ve had so much fun finding 62 reasons to drink Coopers 62. The whole team got together on this one and came up with hundreds of reasons before narrowing them down to the 62 most strategically correct and entertaining ones for the idea.”

Agency: Colman Rasic

Digital Production: Tectonic Digital