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Asian food trends drive Molson Coors to update Cobra’s packaging
Molson Coors has revealed a new look for Cobra Beer to help reinforce its reputation for being a perfect pairing with Pan-Asian cuisine.
The new ‘graffiti style’ design is the beer company’s response to what it terms “changing consumer tastes” and explained that it had taken guidance following a recent national survey led by research company Opinium.
The data revealed that “61% of 18–34 year olds now reported that they were adventurous in trying new cuisines” and this information had directly led to the redesign of Cobra taking this into consideration.
According to Molson Coors, the new branding “echoes the demand for contemporary cuisines and dishes that Cobra is designed to accompany – such as Indian, Vietnamese, Chinese, Thai, Japanese, Turkish, Lebanese, and Sri Lankan food”.
Speaking to db about the redesign, Lord Karan Bilimoria CBE, founder of Cobra Beer said: “Cobra’s new creative puts the seal on our founding values – to create a beer that is irrefutably good to enjoy with spicy food. Britain’s taste buds are evolving and becoming more adventurous, and there’s an opportunity here for Cobra to sit at the heart of the Pan-Asian food revolution in the UK.”
Bilimoria added: “Cobra is firmly on the journey with Britain’s evolving taste buds, and I’m delighted to roll out this new look to give our consumers some food for thought.”
The new artwork will support Molson Coors’ latest brand campaign for Cobra titled: “Where There’s Spice, There’s Cobra” and will be rolled out across supermarkets including Tesco, Sainsbury’s, Co-op and Asda, as well as restaurants such as the Giggling Squid, Mowgli and 28,000 independent Pan-Asian restaurants spanning the whole of the UK.
Molson Coors additionally pointed out that the campaign will reinforce how Cobra Beer is “brewed to sit neatly between a lager and an ale” and will assist in reminding consumers that “the beer’s distinctive low carbonation and smoothness makes it the perfect accompaniment to dishes from around the world”.