UK: Cobra Beer targets women with less than 100 calories in a bottle

Cobra Beer is to target women drinkers this summer, with a £1m sampling, press and online campaign created by Joshua for its Cobra Lower Cal range, Brand Republic announced May 22.

Cobra Lower Cal is not being marketed as a light beer, but as a less than 100 calories a bottle alternative to premium lager. Cobra hopes to challenge consumer's perceptions of low-calorie alcoholic drinks with the campaign.

Called "Plan B", the campaign, which breaks on May 29, will initially feature a series of inserts in women's magazines Grazia, Hello!, OK! and Reveal. Further ads are set to appear over the summer in Now, Glamour, Cosmopolitan, Marie Claire, Company, and Sainsbury's and Tesco's customer magazines.

Samples of Cobra Lower Cal will be available in 100 Tesco stores across the UK on June 30, and July 1, 14 and 15, with an online ad campaign also set to appear on websites frequently used by the primary target demographic of 25- to 35-year-old women.

Cobra Beer said it anticipated that the target audience would comprise women that find "low calorie drinks rather dull, bland and tasteless".

Simon Edwards, marketing director at Cobra said: "Previous light beers on the market have not flourished, largely because a great deal of confusion surrounds what 'light' or 'ultra' actually means.

"We are really keen that consumers have a chance to try the product for themselves and so are investing heavily in sampling activity.

"Most importantly, unlike some 'light' beers, there is no compromise on taste. Like the original Cobra, it is less gassy and double-filtered delivering an extra smooth, crisp, light and refreshing lager."

Cobra Lower Cal will also be stocked in Sainsbury's from July onwards.

Joshua also handles sales promotion activity for Coca-Cola, the Post Office, Visa International and Mars Delight.

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