In the US, I'd say most pre-craft breweries indulged in that sort of advertising at one point or another.
I suppose a further question is whether this sort of market is purely for the BMC drinkers and not craft???
Most craft beers aren't marketed too much, and the few ads I have seen (in craft beer magazines or blogs, w/e) have not marketed to the working man. The working man market is about ice cold beer, and only flavorless or bad beer needs to be ice cold. Some craft can be enjoyed ice cold (I assume) but 99% of it should be 40-65 degrees. I know some BAs fall in to the working man category and drink craft. But we're focusing on marketing side. This market's advertising is currently is almost only BMC (ice cold beer), but Boston Beer Co and New Belgium (they have TV ads) could shake things up. Go for the tasty, refreshing over cold, refreshing angle. For craft to be marketed to most of these people, ads have to leave the beer-centric arena and go into TV and newspapers. But as I loosely implied, the people making up the market have started to, and can continue to, get into craft beer.
