Cobra launches ‘unusual’ campaign

Cobra beer is pushing for mainstream status with a massive through-the-line campaign that kicks off next week. The £10 million “Unusual thing, excellence” strategy aims to capitalise on the brand’s fast rising stock in the UK.

“With the ‘unusual thing, excellence’ campaign we are aiming to build on our strong foundation within Indian restaurants and capitalise on Cobra’s rapidly growing presence within the UK’s mainstream beer market,” says Cobra marketing director, Simon Edwards. Emphasising this focus on the mainstream, the TV ad will be aired for the first time during the UEFA champions League game between Mancheaster United and Benfica on Wednesday evening. Cobra is currently available in 40 markets, and generates turnover of £80m in the UK. Having steadily built a presence based on its Indian heritage its desirable status was confirmed when it was named among the 2005 CoolBrands, one of just six beers on the list. The campaign includes three TV ads, press, LU Tube cards, on-trade and supermarket promotions, website and PR activity