Brand Tone

Authoritative & Confident, Heritage-Proud & Traditional, Safety-Conscious & Responsible, Community-Focused & Passionate, Functional & Quality-Oriented

Brand Values

• •Safety: "We at Cooper are very conscious of the safety aspect and strive to produce a hurling helmet that is safer."
• •Comfort & Fit: "The comfort of the helmet is one reason it has lasted the test of time." "We refer to this as 'The Perfect Fit'."
• •Heritage & Legacy: Acknowledging their long-standing presence and iconic status in hurling.
• •Quality & Durability: Implied through features like replaceable parts and being a long-trusted brand, though some debate exists on new vs. old model durability.
• •Player Focus/Community: Dedication to serving the needs of hurlers at all levels.

Best Practices

• •Emphasize Heritage Authentically: Weave the brand's long history and iconic status in hurling into storytelling, but ensure it connects to current product benefits like experience-driven design.
• •Prioritize Safety & Trust: Always lead with or strongly feature the safety certifications (I.S. 355 Approved) and the brand's commitment to player protection. Use language that builds confidence and trust.
• •Highlight "The Perfect Fit" & Comfort: Continuously reinforce the unique selling proposition of superior adjustability and comfort, explaining how this benefits the player's performance and experience.
• •Speak the Language of the Hurling Community: Use terminology and cultural references that resonate with hurlers and GAA fans. Foster a sense of belonging and shared passion for the sport.
• •Maintain a Confident, Leading Voice: Reflect the "No. 1 Helmet in Hurling" status through assertive (but not arrogant) language that underscores quality, reliability, and market leadership.

Social Perception

Cooper is widely recognized and respected within the hurling community, often seen as the traditional and "go-to" helmet brand. The SK 100 model, in particular, holds an iconic status. Players value the helmets for their comfort, adjustability, and perceived safety. There's a sense of nostalgia and loyalty associated with the brand, especially for older style helmets. While generally positive, there are occasional discussions comparing them to other brands regarding specific features like liner durability or the design of newer models. The brand is also seen as a provider of essential GAA equipment beyond just helmets.

Copy Examples

• •Headline: Cooper: 60 Years Strong. The Heritage of Hurling, Engineered for Today's Game. Body: Trust the helmet that’s been part of Irish hurling history since the 1960s. The Cooper SK100 series combines decades of on-field experience with modern safety and unbeatable comfort. Protect your passion. Wear Cooper. (Tone: Heritage-Proud, Authoritative, Safety-Conscious)
• •Headline: The Perfect Fit for Every Hurler. Unmatched Adjustability, Uncompromised Safety. Body: Don’t settle for less than a perfect fit. Cooper helmets offer up to 9 adjustment positions, ensuring maximum comfort and IS355 Approved protection from junior to senior. Focus on your game, we’ll handle the rest. (Tone: Functional, Confident, Safety-Conscious)
• •Headline: More Than a Helmet. It's a Cooper. Body: Generations of hurlers have trusted Cooper. It’s the comfort that lets you play harder, the safety that gives you confidence, and the legacy you wear with pride. Join the tradition. (Tone: Passionate, Community-Focused, Heritage-Proud)
• •Social Media Post: That feeling when you step onto the pitch, Cooper secured. Ready for battle. 💪 What’s your favourite Cooper memory? #CooperHurling #No1HelmetInHurling #GAA #HurlingTradition (Tone: Engaging, Community-Focused, Confident)
• •Product Page Snippet: Engineered for champions, the Cooper SK109 Senior Helmet delivers ultimate protection without sacrificing comfort or visibility. Featuring our renowned multi-point adjustment system and reinforced faceguard, it’s built to withstand the toughest clashes. Every part replaceable, for a helmet that lasts. (Tone: Quality-Oriented, Functional, Confident)