Cobra Beer Gives Green Light to Silverstone Promotion

The promotion forms a major part of Cobra’s below the line marketing activity for the off-trade channel with the promotion being carried on around 650,00 Cobra 5.0% Premium and Cobra Zero% 4-packs.

24/06/08 The promotion, which starts from 22nd June 2008, will run across all Cobra four packs of its 5.0% Premium and Cobra Zero% beers, and will run until April 2009. Every promotional pack guarantees the consumer a £55 discount on any Silverstone track day valued over £150.

The promotion forms a major part of Cobra’s below the line marketing activity for the off-trade channel with the promotion being carried on around 650,00 Cobra 5.0% Premium and Cobra Zero% 4-packs.

Top prize is the VIP track day experience at Silverstone, the home of British motor sport, where winners will get the chance to drive a number of different sports cars in a customized experience that Cobra has collaborated on with Silverstone.

Every 4-pack will also include a discount at Silverstone with the overall prize fund on offer standing at over £50m-worth of consumer rewards.

Tying in with the on-pack promotion, Cobra’s sampling campaign will include a fleet of five replica AC Cobra cars sprayed in Cobra colours – dark racing green with golden yellow strips, which will be visiting 1,000 on-trade outlets, as well as a number of the major supermarket flagship stores and cash and carry outlets across the UK.

Will Ghali, Marketing Director of Cobra Beer comments: “The track day fits very well within our marketing plans for the grocery channel this year. It’s a really strong offer for consumers with a guaranteed win on every pack in the form of the Silverstone track day discount.

“We know that our consumers of 28-34 year-old men are interested in cars and motor sport and believe this will really appeal to them. Importantly, it also allows us to reach out to new consumers by giving them a great incentive to try Cobra at home, outside of the restaurant occasion.”