After brand redesign, Cobra Beer scouts for creative partner

By Shibani Gharat , afaqs!, Mumbai | In Advertising | November 07, 2011
The brand underwent a change in brand identity and is now scouting for a Mumbai-based creative partner.

Cobra Beer is looking for a Mumbai-based creative agency after a full brand redesign. The size of the business is estimated at Rs 10 crore. The creative partner will be instrumental in designing communication for both above-the-line and below-the-line advertising.

A source close to the development has confirmed the news to afaqs!. The company is already in talks with several Mumbai-based creative agencies.

The beer brand has also undergone a full brand redesign that includes an updated Cobra brand identity, and new primary and secondary packaging. The Cobra redesign was completed by brand and product design consultancy Echo, which was appointed in January after a multi-agency pitch.

The new brand design aims to position Cobra Beer in the premium category. The green and gold colours of the brand's overall identity have been retained after the redesign. New beer packages and free standing units are also being introduced. The brand will be packaged in modern and sophisticated new glassware.

In 2006, Euro RSCG had won a multi-agency creative pitch for Cobra Beer, and MPG had been appointed as the media agency. Of late, the brand had almost gone underground as far as creative communication is concerned.

Cobra Beer was founded by NRI Lord Karan Bilimoria in 1989, but entered India only in 2002. Cobra initiated its first television advertising attempt in 2007, when it launched a campaign on the story of 'Will of the late Morarji Das.' It was created by Euro RSCG.

The company began manufacturing its offerings in India in 2005; earlier, the products were being imported from the UK.

In 2009, UK's Molson Coors entered into a joint venture (JV) deal with Bilimoria. As per the deal, Molson Coors owns 50.1 per cent stake in the JV, whereas 49.9 per cent of the new company is controlled by Bilimoria.

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