b'16 MARKETING MARKETING 17T TR RO OP PE ER R L LUA UAN NN A STOUT N A S SR RE EP PO OCO COMARKETING A NEW BRAND POSITIONING TO UNDERSCORE COOPERS UNWAVERING FOCUS ON INDIVIDUALITY AND INNOVATION.NEW MASTERBRAND POSITIONINGThis year saw the initial roll-out of a major newSince its launch, the campaign has increased campaign and brand positioning. brand awareness and saliency, resonating particularly strongly with its intended target Forever Original communicates Coopers relentlessaudiences.determination to do things in a unique way.More than 2,700 creative assets were The campaign includes a distinctive design andpositioned in market over the summer period, the bold use of Coopers bottles and cans, and wasincluding billboards, street-level signs, radio, successfully launched in conjunction with Coopersdigital and public transport advertising.master brand agency, The Royals.This brand position has set the tone for Featuring headlines such as Forever Original sinceCoopers national marketing and advertising 1862, Always roll your own way and Crafting sinceactivities for the next few years.the 60s. 1862 to be exact, along with imagery that brings to life the signature Coopers roll.'