Magazine article Marketing

Cobra Pounds 3m Task Goes into Joshua

Magazine article Marketing

Cobra Pounds 3m Task Goes into Joshua

Article excerpt

Cobra, the 'less gassy lager', has handed its pounds 3m advertising business to Joshua as it attempts to move beyond its curry-house roots and into the mainstream market.

Joshua is understood to have been briefed to create ads that communicate the brand's Indian heritage in a more subtle way.

Cobra has experienced compound annual sales growth of more than 50% in five of the past seven years, but still has a share of less than 0.02% of the UK beer market.

Founder Karan Bilimoria, who oversaw the agency review, has stated his aspirations to take the brand into more supermarkets, pubs and clubs, as well as to increase international sales. Half the brand's pounds 57m turnover is through 5600 Indian restaurants in the UK. Cobra is also distributed through Tesco, Sainsbury's and Waitrose.

Initially, Joshua will promote the brand in the UK, but it is likely the agency will produce work for other countries as the brand expands in international markets. …

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