UK: Cobra unveils packaging redesign
Cobra Beer has launched an updated design for bottle labels and multi-packs of its namesake beer brand in the UK.
The company said today (23 April) that the redesign is aimed to "increase the shelf standout" of Cobra. The new packaging is set to be rolled out from the first week of June across the entire range, with new designs for King Cobra and Cobra Bite variants to follow in due course.
The packaging revamp, with Cobra Low Cal and Cobra 0.0% changing to Cobra Light and Cobra Zero %, will also include the redesign of its draught beer font and branded glassware.
Cobra said that it is considering making changes to its embossed bottle for its 5% Premium, Light and Zero % beers in the autumn.
Cobra is targeting growth in the UK on-trade over the next two years, with the goal of achieving 20,000 new accounts by 2010.
This year will see Cobra's biggest-ever integrated marketing campaign in the UK, including a heavyweight TV presence due to launch in June as part of the brand's planned GBP14m (US$28m) marketing spend for the year. This also includes Cobra's 12-month sponsorship of all primetime programming on UKTV's Dave channel, which is worth GBP2m and commenced earlier this month.
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