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UK: Molson Coors gives fresh spin to Cobra Beer ad

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Molson Coors has relaunched a TV ad for Cobra Beer after it helped the brand to double-digit sales and volume growth in the UK last year.

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The 20-second “Cobra Train” spot, which features a new ending, will air until 5 April, Molson Coors said today (12 February). Point-of-sale material will support the ad and it will also be available online in digital media, the company added.

Cobra chairman & founder Lord Karan Bilimoria said: “To realise our ambition of making Cobra a top ten beer brand in the UK, it is vital that we capitalise on our success by keeping Cobra front of mind for consumers, which is why we have invested in a campaign that is having a significant impact on the growth of the brand.”

Molson Coors said Cobra last year achieved a 14% UK on-trade sales increase and a 20% on-trade volumes increase year-on-year. At the same, UK off-trade sales jumped by 16% rise and volumes were up by 18%, the company said.

Molson Coors has a controlling 50.1% stake in the Cobra Beer Partnership. Lord Bilimoria owns the rest. 

The Cobra Train ad, which can be viewed below, was first launched 12 months ago as part of a GBP4m (US$6.3m) UK advertising drive.


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