What you need to know:

• South Australian beer brand Coopers has unveiled a new brand positioning, 'Forever Crafting'.
• Coopers aims to remind drinkers that it remains the authentic original.

Before craft beer was a thing, there was Coopers. Now, as almost every beer brand attempts to become craftier than the last, the SA brewer is underlining its credentials as the original.

‘Forever Original’, Cooper's first campaign with its new agency The Royals, kicks off with a national out-of-home campaign that lays the groundwork for the main body of work to roll out throughout 2021.

“Since Coopers’ foundation close to 160 years ago, we’ve been a brand of no imitations, no pretending, and above all else, a brand that always strives for authenticity," says Coopers Director of Marketing & Innovation Cam Pearce. "‘Forever Original’ encapsulates this spirit perfectly."