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 came to us with the idea of a national home-brew competition called ‘Master of the Brewniverse’, 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 original idea was a parody of 1980s media franchise Masters of the Universe – but being aimed at adults, we had to ensure it didn’t look too cartoony or appeal to children. We decided that we’d pay homage to other iconic space-themed movies by using film to advertise the promotion. And what does every classic
sci-fi film need? Effects, effects, effects – until you turn them off.
The campaign mainly 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.
“...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.”