Cobra Beer is set to launch a new £4m TV, cinema and digital advertising campaign this month, as it attempts to break into the top 10 UK beer brands and lead the World Beer category.
World Beer is the second fastest growing segment in the beer category in volume & value, accounting for 9.5% of total beer volume but 12% of the value.
Cobra has long been synonymous with Indian food, and the new campaign hopes to bring a "fresh take on authentic India", celebrating the origins of the Molson Coors-owned brand.
At the heart of the ATL campaign is a TV ad, created by Beattie McGuinness Bungay, which features a train full of modern Indians journeying through the vibrant Indian landscape.
Chris McDonough, managing director brand co, Molson Coors (UK & Ireland) said: "This is going to be a huge year for Cobra. It's already one of the world's most celebrated lagers and by increasing our total marketing investment we aim to make Cobra a top 10 UK beer brand. Cobra has long been a unique and iconic brand and with consumers telling us this new advertising campaign brings to life a fresh take on modern India we're confident the campaign will deliver genuine consumer engagement and ultimately drive sales."
Lord Karan Bilimoria, founder and chairman of Cobra Beer said: "The new advert tells our story very well, presenting a journey that continues to this day. We have a beer that has won multiple awards through the years and in 2012 we will make great strides for Cobra to become a top 10 beer brand in the UK."
By Neil Gerrard
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