Coopers Brewery is one of South Australia’s oldest and best-known companies, with more than 5% of the beer market nationally.
Corporate Conversation has worked with Coopers for more than a decade and has played a vital role in helping the company successfully build and reinforce its brand nationally.
Our activity is linked directly to Coopers’ marketing and business goals, and our team enjoys direct access and close involvement with the entire Coopers management team.
Over the years, Corporate Conversation has embarked on a comprehensive national program of strategic communications aimed at highlighting and promoting Coopers’ fine beers nationally.
All key media tools are incorporated into our approach – from traditional to digital and social media, and with videography providing even more visual depth while also providing local and national media with additional resources.
Corporate Conversation’s activity has also involved a vigorous and proactive approach to media coverage aimed at showcasing and reinforcing Coopers as a core part of the South Australian – and Australian – business community, and a key contributor through sponsorships and the Coopers Foundation, which supports important charitable causes.
In 2005 our firm’s activity took another turn, when brewing giant Lion Nathan launched an unsolicited takeover offer for Coopers Brewery and the company was forced to swiftly mount a defensive and broad communications program.
Speedy and targeted communications played a vital role in galvanising community support behind Coopers as it fought to remain a South Australian-owned business.
Strong media engagement was crucial in enrolling the public in Coopers’ bid to rebuff Lion Nathan’s advances.
During this complex period, Corporate Conversation also provided corporate counsel to the Coopers Brewery Board regarding timely and appropriate communications with shareholders whose vote would determine the future of the company – along with advice on briefings for interested stakeholders.
When the battle became increasingly litigious, advice on communications became even more important as the tussle played out in the courts as well as the media.
Since Coopers’ subsequent defeat of Lion Nathan, Corporate Conversation has continued to provide this great Australian company with strategic, timely and relevant communications advice.
Comments from Dr Tim Cooper, Managing Director, Coopers Brewery:
“They really do understand us as a business, they understand the history of the company, they understand the people within the organisation and because of that we’re able to get the support we need from a strategic point of view.”