Agency: The Box/Bauer in house
Client: Cobra Beer
Cobra Beer is targeting 25-35 year olds with the launch of its Cobra Bite range of flavoured lagers.
The beer brand is advertising on TV for the first time on digital music channels.
Cobra has bought over 400 20-second TV spots on Bauer music channels 4Music, Magic TV, Kiss and The Box.
There are four different executions, one for each Cobra Bite flavour. The visual creative focuses on the exoticism of the beers with a voiceover describing the product’s attributes.
The spots also include a competition call for entries giving consumers the opportunity to win £1,000 cash and some Cobra Bite to create their own girls night in.
Cobra has recently carried out similar sampling of its Cobra Bite range at a number of Heal’s and French Connection stores as well as at The Times BFI London Film Festival and London Fashion Week.
Cobra says sales of Cobra Bite have grown by 50% over the last quarter following the launch of a new Fresh Ginger variant in September, which joined Lemongrass, Blood Orange and Sweet Lime flavours.
Will Ghali, marketing director of Cobra Beer said, “The chosen TV music channels offer an ideal platform for us to reach a high proportion of our target female consumers. We’re confident that this activity will really help drive further trial and awareness of Cobra Bite.”
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