The campaign, which spans TV, cinema and digital, wil focus on Cobra’s Indian heritage, using the strapline, “Cobra, splendidly Indian, superbly smooth.”
Activity throughout 2012 will focus on three values the brand has identified; fashion, food and drink and music.
It will feature strategic tie-ups with three Indian brands, restaurant chain, Vandana, fashion blogger, Manou and band BLOT, who will all appear in the TV campaign.
Chris McDonough, managing director for brand communications at Molson Coors, says: “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 Beer is owned by the Conbra Beer Partnership, a joint venture between Molson Coors and the brand’s founder Lord Karan Bilimoria, after the brand entered into administration in May 2009.
Last year, Molson Coors announced plans to double marketing spend on the Cobra brand in 2011, after posting its first ever full profit.