Cobra Beer launches fresh brand push

Cobra Beer’s new owner has unveiled details of its first major push for the recently relaunched brand as well as announcing the appointment of BMB to handle advertising.

Cobra Beer

The Cobra Beer Partnership, a joint venture between Molson Coors and the brand’s founder Lord Karan Bilimoria, will launch press, digital, radio and off-trade promotional activity to support its sponsorship of National Curry Week at the end of November.

The new owners, who took the brand on after Cobra fell into administration in May, are looking to push the brand’s Indian heritage and build on its existing strength in restaurants as well as linking it with at-home food rituals, such as “curry nights”.

The beer’s previous owners had been trying to move away from its Indian positioning in favour of pushing the brand in pubs and bars.

The National Curry Week campaign will include an interactive Twitter game and partnership with Facebook via a dedicated ‘We Love Curry’ fan page.

The redesigned Cobra website will also include recipes from chef Anjum Anand and filmed ‘cook-alongs’ from amateur curry chefs across the country, which aim to encourage consumers “to recreate on-trade experiences in their home”.

Molson Coors has a 50.1% stake in the Cobra Beer Partnership, while Lord Bilimoria has a 49.9% interest.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here