Cobra Beer aims flavoured lagers at female drinkers

by Gemma Charles, marketingmagazine.co.uk 19-Dec-08, 10:50

LONDON - Cobra Beer is launching a TV push for Cobra Bite in a bid to drive further trial and awareness for the flavoured lager among female consumers.

The advertising, created by Joshua G2, launches this week on Bauer music channels 4Music, Magic TV, Kiss and The Box. There are four different executions, one for each Cobra Bite variant. 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.

The TV work will be supported by sampling at hairdressing chain Rush London. 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.

According to Cobra, 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.'