Coopers

For Coopers Dry 3.5, we partnered with Firme to create Give it a Dry, a playful, curiosity-driven campaign designed to reframe mid-strength beer as a bold, modern choice. Grounded in behavioural insight and built for a health-conscious audience, the work encouraged Australians to “Dry Something New” and rediscover the joy of drinking on their own terms. Together with Firme as production partner, we brought the campaign to life across BVOD, digital video, social, programmatic and in-store activations, exceeding sales targets and driving standout growth for Coopers’ newest beer.