E-Malt.com News article: UK: Cobra Beer prepares new-look packaging

Cobra Beer is set to launch a new design for its bottle labels and multi-packs for its Cobra 5% Premium, Light and Zero % beers, Mad.co.uk reported April 22.

The new designs, created by Landor, will roll-out from the first week of June.

To coincide with the new packaging, Cobra Light and Zero % have been re-branded having previously been Cobra Lower Cal and Cobra 0.0% respectively.

The review of Cobra’s branding and packaging is to span its entire range of beers, with announcements due to be made soon on new designs for its King Cobra and Cobra Bite variants.

Will Ghali, marketing director at Cobra Beer, said: “Cobra has very strong branding so the re-design of the packaging was an evolution rather than a revolution.

“The aim was to give our beers a more contemporary, stylish appearance, and to increase the standout on shelf. We’re delighted with the new designs and, more importantly, feel that they’ll have a really strong appeal with our core consumers.”

The beer brand is planning to spend £14 million on marketing in 2008, including a £2 million, 12-month sponsorship of all prime time programming on UKTV’s Dave, and what it calls a “heavyweight TV presence” in June.


23 April, 2008