Cobra is aiming to make an impact on the mainstream lager market with its first campaign to make no mention of its Indian roots or the 'less gassy' nature of its beer. National press activity and posters on the London Underground will be the first ads to feature Cobra's new strapline, 'Inspired'. The executions, created by Joshua, are part of the brand's £1m marketing spend this year.
The 14-year-old brand's shift in strategy will be followed by the introduction of four Cobra variants.
Its non-alcoholic beer will be the first to launch in the UK, with a roll-out later this autumn. It was developed in part to overcome India's law against advertising for alcoholic drinks.
Packaging for the beers will be created by Williams Murray Hamm, the design agency responsible for the overhaul of the standard Cobra bottle.
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