A new positioning for beer brand Cobra’s National Curry Week has been developed by Life to draw upon the brand’s Indian recipe and to translate that the beer has been brewer in order to accompany curries.
Having been appointed by Molson Coors in June, the Birmingham-based agency was tasked with reinforcing the association between Cobra and Indian food with consumers through promotional activity for Cobra National Curry Week.
The agency has created the visual language to take cues from Indian henna hand decorations as it looks to create a contemporary feel, which also incorporates the visual icons from the bottle.
This brand positioning will be translated to consumers through the use of a series of communication materials and promotional initiatives across all distribution channels including the grocery mults, specialists and convenience stores and Indian restaurants.
The promotional activity will aim at driving the association between Cobra and curry with the campaign strap line ‘Cobra - The Perfect Curry Companion’.
Life has also produced a series of advertorials for Cobra to support National Curry Week.
It was launched in The Sun today, Monday 23 Nov with a full page plus teaser ad earlier in the publication.
A teaser ad also appeared in the News of the World on Sunday.
Every day next week there will be advertorial features ranging from 1/2 to full page with supporting retailer offers, recipes and biogs from top Indian chefs, cooking tips and facts about why Cobra works well with a curry.
The digital aspect of the campaign has been handled by Molson Coors' in-house department.