UK: Cobra Beer in £10m campaign that includes the brand’s biggest ever TV push

Cobra Beer is rolling out a £10 million through-the-line advertising campaign that includes the brand’s biggest ever TV push, Centaur Communications posted on September 20.

The drive, which was created by Joshua and has the theme “Unusual Thing, Excellence”, is aimed at 25 to 34-year-old lager drinkers in a bid to raise Cobra’s brand awareness.

The TV push breaks on 26 September on ITV1 just before kick off in the Champions League match between Benfica and Manchester United.

The ten, 30 and 50-second spots feature a hero, played by actor Jake Canuso, on his way up to a rooftop bar in a lift. Viewers are then given an insight into the lengths the hero will go to to be first to the bar to get his hands on the last bottle of Cobra.

The TV spots will air on ITV1, Channel 4, Five and digital station including Sky One, E4, More 4, ITV2, ITV3 and ITV4 up until December.

The TV executions will be supported by press ads, tube cards on the London Underground, on-trade and supermarket promotions and website activity.

Simon Edwards, marketing director of Cobra Beer, said: “With the Unusual Thing, Excellence campaign we are aiming to build on our strong foundation within Indian restaurants and capitalise on Cobra’s rapidly growing presence within the UK’s mainstream beer market.

“We are confident that these ads will really capture viewers’ imaginations and communicate the spirit of the Cobra brand – the fact that it is unique and unusual and that above all, it is an excellent beer.”