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Cobra Launches ‘Cobra Diversification Division’


Karmarama turns beer brand’s Facebook page into research & development campaign

Cobra Launches ‘Cobra Diversification Division’

Cobra beer, from the Molson Coors portfolio, announces the launch of the Cobra Diversification Division, a new initiative to turn Cobra’s Facebook page into a research and development campaign for new ideas coming from Facebook fans.

Visitors to the Cobra Facebook page can suggest ideas for Cobra to prototype, with a selection developed into models either on a 3D printer or made into a working model using specialist craftspeople.

The initiative launches with a piece of video content, posing the question; ‘When you’ve made an impossibly smooth beer like Cobra, you have to ask yourself; what else is possible?’ The film continues to spark inspiration within the community of creative Cobra Facebook fans, who have a passion for all things smooth, by showing other smooth products the CDD could investigate. 


The campaign was created by Cobra advertising agency Karmarama, along with social media agency Grape, both part of the Karma Comms Group who were recently appointed to the Cobra account.

Andy Cray, Director of Brands at Molson Coors said of the campaign; “Cobra is a highly decorated world beer with 73 gold medals at the Monde Select Awards Festival, brewed with a complex recipe and priding itself on being impossibly smooth. We'd like to hear, and have some fun with, ideas on other products that could benefit from a Cobra-esque dedication to impossible smoothness”

“The Cobra Diversification project allows fans an immersive and exciting way to get involved with a brand who are taking the creation of smooth products to a completely new level. ” added Caitlin Ryan, Executive Creative Director of Karma Comms Group. 


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Accenture Song UK, Fri, 20 Dec 2013 14:36:04 GMT