COOPERS BREWERY CELEBRATES EVERYDAY ORIGINALITY WITH NEW ‘FOREVER ORIGINAL’ FILM

Coopers Brewery has unveiled the latest chapter of its ‘Forever Original’ brand platform with a film capturing the beauty of everyday originality. Set in a classic Australian pub, the spot celebrates individuality, independence, and flair, reinforcing Coopers’ 162-year legacy of originality and its enduring bond with drinkers who live true.

Coopers Brewery has once again raised a glass to originality, unveiling the next chapter of its brand platform, Forever Original, with a film that captures the quiet majesty of everyday moments. For a company that has built its reputation on independence and authenticity, the campaign is more than marketing—it is a reaffirmation of values that have defined the brewery for 162 years.

The film, directed by Adelaide local Conor Mercury of EXIT, unfolds in a classic Australian pub, a setting that feels both familiar and timeless. At its heart is a character at the pool table, moving with confidence and flair, playing not for competition but for the sheer joy of expression. Their movements are fluid, almost balletic, bending physics and ignoring convention. It is a portrait of originality in its purest form—majestic, free, and unbothered by rules. In their hand, a frosty Coopers beer becomes the emblem of this spirit, a symbol of living true to oneself.

The campaign draws on the brewery’s remarkable origin story. Coopers was not founded by a trained brewer but by a bootmaker who became a stonemason, then a dairyman, and finally a brewer. That journey, marked by reinvention and resilience, is the essence of originality. It is a reminder that the brand was literally born from the courage to be different. For Coopers, Forever Original is not a tagline but a philosophy, a commitment carried through generations and across every part of the brewery.

Ryan Fitzgerald, Executive Creative Director at Special, the agency behind the campaign, explained the thinking behind the film. “For some, there’s no better canvas for originality than the pool table at their local,” he said. “Flair reigns, physics bends and the rules melt away. In these moments, there’s no better beer to raise than a Coopers because originals drink original.” His words capture the campaign’s central idea: originality is not confined to grand gestures but thrives in everyday spaces, whether on the streets, in pubs, or at the pool table.

The film’s choice of setting is deliberate. The Australian pub is more than a backdrop; it is a cultural institution where individuality finds expression. The pool table, with its mix of skill, chance, and improvisation, becomes a metaphor for life lived on one’s own terms. By placing Coopers at the center of this tableau, the brand positions itself as the beer of choice for those who embrace originality in all its forms.

Jessica Douglas, Coopers Brand Manager, emphasized the importance of including drinkers in this iteration of the campaign. “With this iteration of Forever Original, we’re excited to include the punters that drink us, while celebrating the confidence that comes from being independent and truly yourself,” she said. Her statement underscores the brewery’s desire to connect with its community, not as passive consumers but as active participants in the story of originality.

The campaign also reflects Coopers’ broader identity as Australia’s largest locally-owned brewery. In an industry dominated by global conglomerates, Coopers has remained fiercely independent, a stance that resonates with drinkers who value authenticity. Independence, for Coopers, is not just a business model but a cultural statement, a way of affirming that originality is inseparable from freedom.

The film’s aesthetic reinforces this message. Mercury’s direction captures the character’s movements with a sense of intimacy and respect, allowing the audience to feel the joy of self-expression. The pub setting, with its warm tones and familiar atmosphere, evokes nostalgia while celebrating the present. The beer itself, cold and frosty, is not presented as a product but as a companion to originality, a quiet witness to moments of confidence and flair.

For Coopers, originality is not about standing apart for its own sake but about embracing the confidence to be oneself. The campaign suggests that originality can be found in small gestures—a bank shot on a pool table, a laugh shared with friends, a choice to drink a beer that reflects one’s values. In these moments, Coopers becomes more than a beverage; it becomes a symbol of identity.

The Forever Original platform has always been about more than advertising. It is a narrative that ties together the brewery’s history, its independence, and its relationship with drinkers. This latest chapter adds a new dimension by focusing on the everyday originality of those who choose Coopers. It is a celebration not only of the brand’s legacy but of the people who keep that legacy alive.

As the film rolls out, it invites viewers to reflect on their own originality. In a world often driven by conformity, Coopers offers a reminder that confidence and independence are worth celebrating. The pool table becomes a stage, the pub a sanctuary, and the beer a symbol of living true. In this way, the campaign does more than promote a product—it affirms a philosophy.

Coopers Brewery’s Forever Original campaign is a testament to the enduring power of authenticity. By honoring its roots and celebrating the originality of its drinkers, the brand continues to carve out a distinctive place in Australia’s cultural landscape. The film is not just about beer; it is about the beauty of being yourself, every day, in every moment.

At 162 years old, Coopers remains as original as ever. And with this campaign, it reminds us that originality is not a relic of the past but a living, breathing force—found in pubs, on pool tables, and in the hands of those who choose to drink original.