Coopers Dry 3.5

Amidst shifting consumption patterns and a growing preference for moderation and “functional drinking,” Coopers Brewery partnered with Firme to reposition mid-strength beer not as a compromise, but as a curious and joyful choice. With health-conscious consumers increasingly viewing alcohol through the lens of lifestyle alignment, the goal was to reframe Coopers Dry 3.5 as an invitation to rediscover the fun of drinking on their own terms: a modern choice for beer lovers seeking balance.

Strategically grounded in findings from a Play Report conducted via The Research Agency (TRA), the campaign tapped into a cultural hunger for humour and levity. Findings showed that 60% of Australians felt playfulness had declined in advertising and craved more joy in their everyday lives. With curiosity and play identified as key behavioural triggers, the creative approach leaned into joy, experimentation, and national identity to spark reappraisal.

Under the playful line “Give it a Dry”, the work disrupted a traditionally serious beer category. By encouraging drinkers to “Dry something new,” the campaign positioned Dry 3.5 not as a fallback, but as an invitation to pick up something different and let the product’s quality speak for itself.

The “Give it a Dry” campaign launched with strategic cheek across BVOD, digital video, online programmatic (Blis), and interactive OOH near BWS and Dan Murphy’s. An in-store “Dry Before You Buy” promotion bridged awareness with trial, while placements were strategically designed to drive engagement, footfall, and purchase intent.

The campaign exceeded expectations: surpassing sales targets by 5%, reaching 102% of YTD volume, and driving standout results. Pack sales of 24-can cartons grew +58% YoY, while on-premise keg volume surged +62.3%.

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