Master of the Brewniverse
The boom in popularity of craft beer has seen a surge in craft breweries and a renewed interest in DIY brewing – particularly among younger consumers. Coopers DIY Beer had been exploring the idea of a national home-brew competition called Master of the Brewniverse – a parody of 1980s media franchise Masters of the Universe – aimed at both recruiting people who have never brewed before and engaging Coopers DIY Beer’s passionate brewing community. On offer was a money-can’t-buy opportunity: the chance to have your beer brewed by Coopers and sold nationally through Dan Murphy’s.
The competition needed to align with an established network of national amateur brewing judges, the GABS beer festival, brewing capacity at Coopers and a summer launch period for the winning beer.
To advertise the promotion, we created a film in homage to other iconic space-themed movies. The creative comprised digital media across numerous social media platforms, and launched during Good Beer Week, with stalls at the GABS Beer, Cider & Food Festivals in Melbourne and Sydney.
While the campaign outcomes are still being tracked, they have so far been positive, with an increase in sales.
WHAT THEY SAID
“…we have seen significant and immediate sales increases across multiple channels. I have no doubt that the strength of creative has contributed to this success. Working with Red Jelly is truly refreshing. Their laid-back yet skilled approach feels more like an extension of our team than an agency. From account management through to creative direction, execution and copywriting, I always have confidence that what is pitched will hit the mark.”
Brand Marketing Manager Brewing Products | Coopers Brewery