Cobra strikes out with low-cal look

02 May, 2008

Cobra Beer is renaming its low-calorie lager as part of a packaging redesign across three of its brands.

Cobra Low Cal will now be labelled Cobra Light, while alcohol-free Cobra 0.0% will be branded Cobra Zero %.

New labels and multipack packaging are also lined up for the brand. The rebranded brews will be on shelf from June.

The company is also considering ditching its embossed bottles from the autumn.

Packaging redesigns for the King Cobra super-premium lager and Cobra Bite flavoured beers will be unveiled later .

Marketing director Will Ghali said: "Cobra has very strong branding so the redesign was an evolution rather than a revolution. The aim was to give our beers a more contemporary appearance and increase standout ."

A TV ad campaign, as part of a £14 million marketing spend , will appear in June.




Bookmark this


Site Search

COMMENT

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.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter