Cobra beer has announced it is launching a multimedia campaign across TV, cinema and digital advertising in the UK, in a bid to get into the Top 10 UK Beers, and lead the World Beer category.
The campaign, launching in March and costing £4million, aims to position Cobra over and above its synonymy with Indian food, and to instead focus on its Indian heritage, image and taste. The advert will use the strapline ‘A fresh take on authentic India’, to celebrate the origins of the brand and to embrace the modern cultural aspects emerging in India today.
The TV advert, created by Beattie McGuinness Bungay, features a train full of modern Indian passengers travelling through India, and includes three of India’s biggest up-and-coming talents to bring a fresh take on different areas of Indian culture: fashion blogger Manou, food and lifestyle writer Vandana, and musical duo BLOT. These three will feature throughout the 2012 campaigns to support and amplify the message.
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.”