Cobra revs up track offer

27 June, 2008

Cobra Beer is giving consumers the chance to win VIP track days at Silverstone in an on-pack promotion.

The promotion launched last week and will run on all four-packs of Cobra 5.0% Premium and Zero %. The packs give consumers a £55 discount on any Silverstone track day valued over £150.

The competition will be promoted by a fleet of five replica AC Cobra cars sprayed in Cobra's colours - dark racing green with golden yellow stripes - which will be visiting flagship supermarkets, cash and carries and on-trade outlets around the country.

Marketing director Will Ghali said: "The track day fits with our marketing plans for the grocery channel this year. It's a strong offer for consumers, with a guaranteed win on every pack in the form of the Silverstone track day discount.

"Our consumers, 28 to 34-year-old men, are into cars and motor sports.

This should also appeal to new consumers. "




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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