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”.

Keeping-it-light-The-Bible-Society-1260x840.png
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)

a987899c124e0e8f3d516513704d0fa4.jpg
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?