Legends unite to build momentum for tennis grand slam
Speed to market the key for Coopers Summer Lager.
Founded back in 1862 and proudly supplied by Orora since 2010, Coopers is the last major wholly Australian-owned family brewery, brewing and distributing delicious beers, ciders and homebrew products, as well as manufacturing and selling malt extract.
Despite an increasingly challenging beer market as alcohol consumption habits change, Coopers continues to grow beer sales and develop exciting opportunities, such as its partnership with Tennis Australia.
For the next five years, Coopers will be the only beer poured at The Australian Open and its lead-up events, supplying Coopers Original Pale Ale, Coopers Premium Lager and Premium Light throughout the premier Summer sporting event, which runs over the last two weeks each January.
Orora is delighted to partner with Coopers to develop a special promotional beer can pack to be sold in the weeks leading up to the event to raise awareness that Coopers is the official beer partner of the Australian Open, and target consumers who may not be attending.
Oppurtunity
Together with Coopers, using Orora’s patent pending FlexFX technology, we were able to produce 12 specially branded cans simultaneously; and all with different Australian Open “Legends” Summer Lager pack designs.
The can and packs each reveal a unique fact or “Passing Shot” about the tennis grand slam, such as: 448 journalists and 164 photographers from 254 media outlets provided coverage of the Australian Open 2016.
A cross-discipline Orora team across Beverage Cans, Fibre, Innovation and Design and Business Development worked with Coopers Operations and Marketing from design to production with less than a month to bring the final concept to fruition in time for launch.
Outcome
The final press check for Coopers “Legends” Summer Lager cans was completed “offline” at Orora’s Decoration Centre of Excellence in Dandenong, Australia. Our offline press check capability means that artwork changes can be produced live, facilitating instantaneous and if necessary, wholesale adjustments. Customers have the opportunity to check and approve their packaging, right up to the moment before production gets underway.
Orora was able to make last minute changes for Coopers on the spot to ensure background colours and icons achieved maximum effect across both cans with no impact to the production timeline.
