The brewer used the recent flooding of Adelaide’s Torrens River-and the resulting water burial of rival and Lion Nathan-owned brewer West End’s popular Christmas display-to tell Lion Nathan, via the media, it didn’t want to join its stable.

Coopers used a visual of a Christmas display whale ‘escaping’ from the brewery to argue its point and this week released its target statement to shareholders to reject the $352m Lion Nathan share offer.

‘The freedom to go your own way’ print execution was published, but cheekier versions (which found their way to B&T) were also developed by Coopers’ creative agency KWP and are now doing the email rounds.

Coopers chairman and marketing director Glenn Cooper, told B&T two TV campaigns would launch on Monday to promote their entry into the lager market.

The ads are based on the theme ‘I bet Coopers couldn’t make a great lager’, witnessing the unsuccessful punters wearing tutus into biker bars or having a back wax.

Meanwhile, Foster’s-owned Carlton brand VB will unfurl its own advertising onslaught next week, when it launches ‘Boonanza’, featuring cricket legend David Boon.

Foster’s consumer communications manager, Jacqui Moore, said the Boonanza campaign has a prize pool alone worth $2.4m and was part of “the reinvigoration of the brand with four months of summer action around the cricket”.

The campaign-created by George Patterson Y&R-will feature national advertising, on-pack promotions and on premise activity.

Moore said it is important to get beer marketing right at this time of year.

“It’s the peak selling season for us, going into summer. People are drinking more in the hot weather and also celebrating Christmas and New Year. But this year you’ve got the Commonwealth Games and Grand Prix running back to back.”

Foster’s has also rebranded its Carlton Midstrength to ‘Carlton Mid’, supported by a $4.6m media spend on TV, online, outdoor and in-store promotions in Queensland, WA and NT.

Carlton Mid’s marketing manager, Ben Wicks, said the name change reflects what consumers called the beer.

“There’s a little more opportunity to bring personality to the brand with the name Mid and it’s a truly Australian thing to give everything a nickname.”

Not to be outgunned, Lion Nathan is launching the third installment in its ‘What?’ campaign for Hahn Premium Light.

Lion Nathan’s marketing director, Brett Grebert, said the brewer intended to “be quite heavy in the marketplace” over the pre-Christmas period.

“People are celebrating Christmas and we want to be part of those celebrations.”

Grebert says Hahn Premium Light’s market share has grown by 4% in the past 12 months off the back of the ‘Spa’ and ‘Beanbag’ ads, created by Clemenger BBDO in Sydney.

The beer marketers all indicated they were looking to launch new products.

Felicia Williams