Television Advertising Lifts Brand Awareness For Cobra

New research from Cobra beer has revealed that its first ever five week television advertising campaign doubled brand awareness amongst its key target consumers.

The promotion launched in March 2003 and was specifically targeted to a youth audience through Channel 4’s digital channel, E4. According to Cobra, the ad was the most frequently shown on the channel to date.

The ad featured the strapline: “Cobra bottled beer. Ingenious because less gaseous” and was designed to introduce the beer to a wider audience. According to the research, Cobra’s first foray into television advertising was highly successful and the brand grew by 10% year on year.

The case study claims: “Through the ingenious advertising campaign Cobra beer has been catapulted into the mainstream, and is well on it’s way to becoming a global beer brand.”

Following this success the beer brand recently launched a national cinema campaign across a number of major film releases including Matrix III, The Italian Job and Bad Boys II.

A recent study by Channel 4 has revealed that television viewers are as attentive to commercial breaks as they were five years ago, despite a marked increase in the number channels on offer (see Viewers Continue To Tune In To Television Advertising).

Cobra Beer www.cobrabeer.com

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