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Cobra introduces The Boss: Owner of Cobra by day and BraCo by night

Cobra brewery by day and premium brassiere atelier BraCo by night: Cobra has created brand character and multi-talented entrepreneur The Boss in a new tongue-in-cheek campaign.

The beer brand by Molson Coors has created the campaign with Karmarama to highlight the care and craftsmanship that goes into bringing Cobra to life, with several teaser ads being unveiled already.

Dave Buonaguidi, founder and chief creative officer at Karmarama, explained: “This is a fun, tongue-in-cheek campaign that shows the two major passions in the life of The Boss who skillfully divides his time between brewing impossibly smooth beer and making impossibly supportive brassieres. In my book, he's living the dream. The client wanted a big and ambitious idea so it's been a brilliant campaign to work on.”

Set to launch tomorrow during 8 out of 10 cats on Channel 4, the ad is set to be supported through high impact outdoor, digital, social, content and PR.

Karmarama’s sister agencies - social media agency Grape, content agency Kream and PR agency Kaper – are also involved in the campaign.

Ali Pickering, brand director at Molson Coors, said: “The Live Smooth campaign is a move away from anything we have done on the brand before and brings to life the almost impossible smoothness of Cobra. We think our audience will love the mixture of The Boss’s aspirational lifestyle and the humorous tone of voice in the ad. We’re really excited by this first stage in the evolution of the Cobra brand with more to come in the future.”

The campaign is set to be extended across the year.

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