Bloke TV's audience attracts Cobra

04 April, 2008

Cobra has signed a 2 million one-year deal with TV channel Dave to be its prime-time sponsor.

The beer brand will be the exclusive sponsor of all programmes shown between 9pm and 11.40pm seven nights a week.

Programmes shown on the channel, which is principally aimed at Cobra's target audience of 28 to 34-year-old men, include QI and Mock the Week.

The deal includes sponsorship of the Dave website and an experiential off-air marketing campaign.

Cobra marketing director Will Ghali said it was important to find new ways to reach the brand's target audience. "Our sponsorship of Dave will give us exactly that opportunity, allowing us to reach a high proportion of our core consumers on a daily basis and become associated with quality TV programming," he said.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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