UK: Cobra “on-track” with new promotion
Cobra Beer is launching an on-pack promotion offering consumers the chance to win VIP track days at Silverstone.
The promotion, which starts from 22 June 2008, will run across all Cobra four-packs of its 5.0% Premium and Cobra Zero% beers, and will run until April 2009.
The brewer says "every promotional pack guarantees the consumer a GBP55 (US$107)discount on any Silverstone track day valued over GBP150".
The promotion forms a major part of Cobra's below-the-line marketing activity for the off-trade channel with the promotion being carried on around 650,00 Cobra 5.0% Premium and Cobra Zero% four-packs.
Will Ghali, marketing director of Cobra Beer, said: "The track day fits very well within our marketing plans for the grocery channel this year. It's a really strong offer for consumers with a guaranteed win on every pack in the form of the Silverstone track day discount. We know that our consumers of 28-34 year-old men are interested in cars and motor sport and believe this will really appeal to them. Importantly, it also allows us to reach out to new consumers by giving them a great incentive to try Cobra at home, outside of the restaurant occasion."
Tying in with the on-pack promotion, Cobra's sampling campaign will include a fleet of five replica AC Cobra cars sprayed in Cobra colours of dark racing green with golden yellow strips, which will be visiting 1,000 on-trade outlets, as well as a number of the major supermarket flagship stores and cash and carry outlets, across the UK.
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