Cobra to launch £4m advertising campaign

29 February 2012 by
Cobra to launch £4m advertising campaign

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

E-mail your comments to Neil Gerrard here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to jobs

Looking for a new job? Find your next job here with jobs

Blogs on ]( Catch up with more news and gossip on all Caterer's blogs
[E-newsletters]([ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking