Agency: Joshua G2
Cobra has launched a nationwide integrated advertising campaign to communicate to consumers that Cobra is now also in pubs.
‘Now you’re talking’ is being launched as part of its £14m marketing spend this year with launch outdoor executions at key London Underground stations.
It will be backed by a significant £8.4m media spend, will include outdoor, press, cinema, online, and TV to follow later in the year.
Outdoor activity for ‘Now you’re talking’ will be focused on London, Birmingham, Edinburgh, Liverpool and Manchester.
It will consist of executions on London Underground escalator panels and 6-sheets, telephone boxes and side panels on taxis.
Press adverts will run in Metro, national newspaper supplements including The Guardian Guide and The Times Magazine and regional publications including London Lite, ShortList and Manchester Evening News.
The campaign will have two major spikes of activity – the first in May-June followed by a second between September and Christmas.
Marketing Director of Cobra Beer, Will Ghali, said, “On-trade drink preferences tend to influence off-trade purchasing, so our thinking is that consumers will try Cobra in pubs and then also consider it when buying in the off-trade.”
Ghali continues: “The campaign is visually very distinctive from other beer adverts and we’re confident this unique illustrated style along with the subtle humour will appeal to the 28-34 year-old discerning drinkers we’re targeting.”
The creative idea behind the campaign was devised by Joshua G2 and uses the brand truth that Cobra is less gassy than other beers, so doesn’t get in the way of conversation – leading to the strap line, ‘Now you’re talking’.
All executions across the different media feature characters created by acclaimed artist Simon Spilsbury, well-known for his cartoons in The Times.
To support trial and rate of sale, Cobra has launched a nationwide on- and off-trade sampling drive that will visit around 1,000 venues between May and September.