The BWS Cooler Enters Its Third Year with M&C Saatchi Sydney and Carat

Following huge success in both 2020 and 2021, the BWS Cooler is back for its third, biggest and best year yet, via M&C Saatchi and Carat. 

This year, $20 million dollars worth of prizes are up for grabs, including free drinks, electronics, gift vouchers and even hot air balloon rides, plus every swipe is an entry into the draw for a major $50,000 cash prize. A welcome addition to this year’s Cooler prize-pool is SipCoin, a digital currency you can spend on your favourite drinks, both in-app as well as in-store. 

Working in lockstep with Endeavour X to simplify the experience, M&C Saatchi's innovation capability, Tricky Jigsaw, redesigned the Cooler in-app experience, introducing a central dashboard and a new visual identity to elevate the Cooler experience. This year, connecting the online and instore redemption experience was a critical strategy, ensuring customers could purchase however and wherever they wanted.

"The BWS Cooler is our yearly in-app summer fun, where customers can simply swipe daily for a chance to win. This year’s BWS Cooler is our coolest yet, and customers are in for a wonderful summer of surprises," says Vanessa Rowed, BWS head of marketing.

"We wanted to make it as convenient and fun as possible to play the BWS Cooler which is why we are really excited that SipCoin can be redeemed in almost 1400 stores across the country as well as online,'' Rowed adds.

M&C Saatchi’s team worked alongside Carat, who led the media strategy, planning and buying. This saw the Cooler come to life with buys across OOH, Facebook, Snapchat, YouTube, Twitch, influencers and media partnerships.

"Have you ever tried to buy a drink using crypto? It's ridiculous. That’s why we created SipCoin, a true liquid currency that’s as simple as swipe, win and sip, and the perfect place to debut it was in the revamped Cooler," says Brendan Donnelly, creative director, M&C Saatchi Sydney.

With BWS doubling the size of the prize pool compared to last year, the BWS Cooler is free to play via the BWS app every day between 5th January and 1st of March. For every time a customer plays, they automatically go into the draw to win the major cash prize of $50,000.

The latest instalment of the BWS Cooler follows BWS's celebration of Summer via the Big Wonderful Summer campaign, and the brand's October push to help Aussies celebrate their reunions with family and friends by giving away 20,000 six packs of beer to share.