Problem:The low carb beer market has become one of the most competitive, saturated alcoholic categories in Australia. It’s dominated by larger competitors that ruthlessly employ price promotions and give-aways. As a smaller brewery Coopers needed to find a way to compete, without discounting or devaluing their newly launched low carb beer, Coopers Clear.

Solution:Through research we discovered that a lot of beer was being purchased by female partners for their blokes. So we decided to target them, instead of their boyfriends, with a promotion that was sure to appeal.

Everyone knows diamonds are a girl’s best friend, so we hid clear cut Aussie diamonds in packs of Coopers Clear. Using special Augmented Reality codes on packs, purchasers could use our iPhone app to see if they had won the diamonds, or one of the host of other prizes on offer. Results *•We increased sales by 110%•Exceeded target by over 400%•1 out of 5 people who bought a carton entered•19,077 entries in a 10 week period