Coopers engaged Percept to design the packaging for their new, contemporary Coopers Dry to sit in the hugely popular and continually growing low carb beer category.
Coopers Dry is a refreshing, fine filtered lager introduced to provide greater choice in Australia’s dry, low carb beer category. This easy-drinking beer is available across Australia in keg, bottle and can formats. It is a great example of a true dry style beer, delivering on pure refreshment.
The new product offering needed to be integrated into the Coopers lager family whilst having a distinct presence to give a younger generation a reason to try the brand for the first time, as well as engage existing consumers.
‘Refreshing’ and ‘crisp’ were at the heart of the new design which incorporates cool tones and icy smoke to deliver a distinct look and feel.
The brand-led label takes the trademark Coopers crosshatch into a more modern and dynamic realm, giving the products a confident shelf presence, whilst retaining the Coopers heritage and connection to the Coopers lager family.
Strong emphasis on the product name ‘Dry’ blurs the traditional category language and is synonymous with the promise of crisp and refreshing, effectively positioning the beer as a fun and unchallenging drink perfect for all occasions.
The roll-out of the packaging design included; bottle labels, crown seal, cans, clusters and cartons The result is fresh, unique and speaks to a contemporary market.
The new release contributed to a 2% growth in sales volumes for the company, with Dr Tim Cooper noting that the new product was able to carve out a share of the low-carb beer sector with sales exceeding initial expectations.