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.