cobra news
Cobra Beer re-launches
most successful campaign
C
obra Beer has re-launched
‘Cobra
Train’,
the
most
successful advertising campaign
in its history. Last year, the “A
fresh take on authentic India”
creative helped secure double-digit growth
for Cobra as it aims to become a top 10 UK
beer brand. The latest media campaign saw
a 20-second version of the advert air on TV,
featuring a new finale, and is being supported
by a full suite of point-of-sale materials for
Cobra customers.
The popular campaign features a train full of
modern Indians journeying through the Indian
landscape and reinforces Cobra’s smooth and
full-flavoured taste and rich, vibrant heritage.
Last year, it captured the imagination of
consumers and helped Cobra achieve a strong
rate of growth in the on-trade, with sales up
13.7% alongside a volume increase of 20.5%.
Alongside the advertising campaign, Cobra
completed its brand redesign in 2012.
Lord Karan Bilimoria, Founder and
Chairman of Cobra Beer said:
“The creative was hugely successful
last year, presenting the Cobra brand as a
premium reflection of modern India. To realise
our ambition of making Cobra a top ten beer
brand in the UK, it is vital that we capitalise on
our success by keeping Cobra front of mind
for consumers, which is why we have invested
in a campaign that is having a significant
impact on the growth of the brand.
“Last year was a truly unforgettable
one for Cobra. Following the launch of the
advert, Cobra was selected as the only
beer to be served at the Queen’s Diamond
Jubilee picnic and concert in the gardens of
Buckingham Palace. We have a beer that has
won multiple awards through the years and
we are making great strides to become a top
ten brand in the UK.”
Cobra has consistently been awarded
‘CoolBrand’ status by a panel of opinion
formers and consumers, also winning 65
gold medals at the Monde Selection awards,
one of the most prestigious quality awards in
the world for beer.
Lord Bilimoria joins Prime
Minister on India trade trip
L
ord Bilimoria accompanied David
Cameron on a trade trip to India
in February. This was his fourth
Prime Ministerial visit in a row,
having accompanied Tony Blair
and Gordon Brown on their visits, and David
Cameron on his first visit. This was the largest
ever delegation to leave British shores. Along
with other business ambassadors, Lord
Bilimoria supported the Prime Minister in his
aim to boost the already strong trade links
between India and the UK.
The India-British relationship has enjoyed
a positive growth over the last decade, with
bilateral trade tripling to over £16 billion.
There are so many avenues for partnership
between the two countries, whether it is
24 T A N D O O R I
Britain’s world class engineering firms that
can help India’s enormous infrastructure
needs, or the financial services sector in the
UK which is still trying to enter the country.
India is an emerging market and the one
fact that we must realise is that Britain
has to compete with others in making the
most of the opportunities it has to offer.
Britain needs to embrace this international
competition and utilize India’s potential with
confidence.
As Chairman of the Cobra Beer Partnership,
a British manufacturer, and as Chairman of
Molson Coors Cobra India, which owns the
only brewery in the state of Bihar in India, one
of the country’s poorest regions, the bilateral
relationship between Britain and India is of
the greatest interest to Lord Bilimoria.
Another important aspect of the visit
pertained to British education. Many Indians
have links going back generations with
Britain. So many of India’s leading historical
figures and even present day icons were
educated in Britain.
Bri \