THE CAMPAIGN FOCUSES ON ‘THE ROLL’, THE UNIQUE RITUAL WHICH UNLOCKS THE FULL FLAVOUR OF A COOPERS BEER AND PRESENTS ITS SIGNATURE CLOUDY APPEARANCE. EVERY COOPERS GOES THROUGH A SECONDARY FERMENTATION PROCESS, LEAVING SEDIMENT TO SETTLE AT THE BOTTOM. BY GENTLY ROLLING THE BOTTLE, CAN OR KEG BEFORE OPENING, THE FULL FLAVOUR AND CONSISTENCY OF A COOPERS IS UNLOCKED. TO TURN THE TIME-HONOURED RITUAL INTO COMMON KNOWLEDGE, COOPERS PARTNERED WITH TABOO, TO ENSURE AUSSIES ON EITHER SIDE OF THE BAR ARE GETTING THE MOST OUT OF THEIR COOPERS. GIVEN THE SIGNIFICANCE OF THE MESSAGE AND TO ENSURE AS MANY PEOPLE ENJOY COOPERS THE WAY IT SHOULD BE, ‘THE ROLL’ CAMPAIGN WILL BE THE BIGGEST INTEGRATED MARKETING EFFORT THE BREWERY HAS EMBARKED ON IN ITS 160-YEAR HISTORY.