Cobra: less gas means more chat
Cobra Beer has unveiled the three characters who will be behind its major push into pubs.
Using the strapline "Now you're talking", the personalities are shown in humorous bar-banter scenes.
The £8.4m TV, press and poster campaign is designed to show how the less-gassy properties of the beer prevent bloating and aid conversation, said the brewer. It is part of a £14m 12-month
marketing spend to secure listings in 20,000 on-trade outlets by next summer.
With 3,500 new listings since January, marketing director Will Ghali said Cobra was well on the way to achieving its target.
He added: "This campaign clearly shows that Cobra is now also in pubs. It is visually very distinctive from other beer adverts and we're confident the subtle humour will appeal to our 28 to 34-year-old target market."
The poster campaign is in telephone boxes and London Underground stations, while the TV campaign commences in September.
It is in addition to Cobra's sponsorship of satellite channel Dave.
Cobra is also about to start an on-trade sampling drive, visiting 1,000 venues, and has announced new bottle, draught font and branded glassware designs.
