As part of the launch, we sent out Coopers 62 party invitation packs, together with medical swab kits.The used swabs were then sent to a lab for analysis and the genetic profile of the guests was turned into a visual representation of their DNA.This became the basis of the campaign.The campaign led people to coopers62.com.au and a mobile site where they could create a digital version of their profile.The unique profile became an exclusive pass to events and promotions. It also gave people the exclusive chance to see their own profile appear in forthcoming ads.

To date, over 7000 Australians have created their own unique profile and have in turn contributed a bit of themselves to the Coopers 62 brand. Over 50% of unique visitors to the site have been motivated to create a profile.Coopers 62 sales have exceeded all expectations. The beer is showing great trade acceptance for distribution. Packaged volume is 23% higher than the previous year; Compared to Coopers other well-established premium lager brand.

The grocery channel is currently pulling through approximately 1000 cases of Coopers 62 per week, making it 3rd ranked beer by volume in the entire Cooper’s portfolio.