Cobra Beer

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Asked to find a way to launch Cobra draught and bottled beer into the mainstream On Trade and boost sales in the Off trade, having hitherto been a popular niche brand in Indian restaurants, we broke a number of taboos – using cars to promote alcohol and a slightly tenuous link at that! This integrated on-pack and experiential campaign offered a totally ownable reward with Silverstone track days driving special edition AC Cobras. The sports cars also turned up on show at sampling events, the noise alone attracting incredible attention. With sales up 30% y.o.y in a declining market, clearly there was a lot to shout about!

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