Homegrown marketing fail of the year goes to…Coopers Brewery

Unless you have been living under a rock I’m sure you would have heard this year’s most controversial beer and bible scandal.

If so, here’s whats news.

Coopers brewery in late March copped a bit of flack over a viral video produced with the Bible society in which saw two MPs debate the ‘heavy’ topic of same-sex marriage with a light beer.

Yes, you heard right. A couple of blokes, beers and a bible caused a media frenzy.

Surprised? Here’s more details.

To mark the Bible Society of Australia’s 200th birthday Coopers brewery created a social media strategy aiming to reach “more Australians with God’s word” and of course a beer. The brewery concocted a special batch of light beer which publicised the society’s logo and a bible verse on the packaging. In efforts to deliver consumers spiritual guidance with their ‘coldies’.

However the froth…i mean plot thickens. Without consent from Coopers brewery the Bible society uploaded an associating video series called Keeping it Light, where they hosted “some light conversations on the heaviest topics”.

Source: Keeping It Light Video

Staring gay Victorian MP Tim Wilson and conservative Christian MP Andrew Hastie, the six minute video mainly contained lingering product promotional shots of beer congratulating the bicentennial landmark.

Scrutinised for pushing political messages, Coopers called for the video to be removed amid consumer backlash and national pub boycotts.

Screen Shot 2017-05-26 at 7.13.27 pm.png
Source: Twitter #boycottcoopers 

“I’ve been a Coopers drinker for years, blissfully unaware of their political views…no longer,” consumers commented on social media.

Quickly releasing a statement amid damage control, Coopers replied by saying it “never intended to make light of such an important issue and would never and did not approve the making or release of The Bible Society video debate.

“Coopers Brewery is and has always been supportive of diversity and encourages individualism,” Director Melanie Cooper said.

Since the video was release the social media hashtag #BoycottCoopers still trends online. A minority of pubs within Melbourne also still refuse to place the brand back on tap adding further to Coopers bad luck and on-going “nightmare marketing campaign”. (Kaplan & Haenlein, 2011)

Source: Google Images (Pubs standing ground on marriage equality debate)

So what are your thoughts? Will you ever crave another Coopers stubby again? Seriously though do you think Coopers apologised quick enough to ease the extent of the online backlash?


2 thoughts on “Homegrown marketing fail of the year goes to…Coopers Brewery

    1. Hey Amber! Thanks for the comment! I find that when a brand decides to publicise a particular political stance it is usually in the side of the most popular/preferred. So although Coopers brewery say they didn’t have an association to the Australian Bible Society video to be attached to something of an unfavourable opinion is risky business! No wonder it went viral!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s