The aim of the on and off-trade campaign, which is being handled by Cobra's below-the-line agency Initials, is to get bottles of Cobra beer into the hands of nearly 300,000 consumers between May and September.
Using Cobra's marketing banner "Now you're talking", sampling teams will visit major UK cities, including London, Birmingham, Manchester, Liverpool and Leeds.
The on-trade element of the campaign will be targeted at contemporary pubs, style-bars and gastro-pubs. This will be supported by an event programme kicking off with the Taste of London festival in June.
The off-trade marketing will focus on the biggest stores of each of the UK's major grocery retailers, as well as wholesale and cash-and-carry outlets.
To generate awareness of the campaign, Initial has organised a team of five replica AC Cobra cars branded in the Cobra colours, which will visit outlets with the sampling teams.
Both parts of the campaign will give consumers the opportunity to enter a competition to win Cobra-sponsored track days at Silverstone. The competition will use a game-card mechanic in the on-trade and an on-pack promotion on 665,000 packs of Cobra Premium and Cobra Zero in the off-trade activity.
Will Ghali, Cobra's marketing director, said: "This is a really strong sampling plan that will put Cobra in the hands of a high proportion of our target 28-34-year-old male consumers and encourage more of them to try Cobra outside of the Indian restaurant occasion.
"The use of these iconic sports cars will really help us grab consumers' attention. The car is a real head-turner and we're confident it will act as a great conversation-starter in outlets."
Cobra has a target of 20,000 new pub and bar accounts in the next two years. To help it achieve this, the company is spending £14m on an integrated marketing campaign in 2008, which will include TV advertising.
The sampling activity is part of Cobra's £14m marketing spend for the year.
Last week Cobra announced a move to give its brand a more contemporary edge by redesigning the packaging for its Cobra 5% Premium, Cobra Lower Cal and Cobra 0.0% beers.
The new-look labels will appear on products from June, when summer drinking tends to gather momentum. As part of the redesign, the Lower Cal and 0.0% variants will be renamed Light and Zero % respectively.
The marketing also includes Cobra's £2m sponsorship of primetime programmes on UKTV's Dave channel. The brands had previously sponsored films on ITV2, ITV3 and ITV4.