Share

Serving up sensational pairings to challenge preconceptions

Brand challenge

When do you drink Cobra? With a curry of course. But why just then? That’s the question Molson Coors wanted us to ask to challenge the public’s assumptions on Cobra beer, taking them on a tasty journey to explore the brand in a new way.

Real World Thinking

To show the qualities which make Cobra great for a curry in fact make it great for all food, we had to get people to understand the intricacies of taste.

The Execution

We enlisted the help of Gary Maclean, 2016 MasterChef: The Professionals Champion, to curate a fusion menu that paired perfectly with Cobra beer – debuted at London Food Month’s Night Market.

With it we created an immersive pairing experience where people could blend different tastes, smells and sounds with Cobra’s beers to discover how the smooth textures enhance any dish. We called it the Cobra Flavour Room and Bar, and even amongst this most discerning of crowds it went down as smooth as the drink itself.

Results
27% new users reached
40% went on to buy post activity
+28% shift seen in ‘Cobra is a beer I would drink in ANY restaurant'
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential
Cobra beer flavour rooms food festival experiential

Hands On London

Wrapping up London’s icons

Dead Man’s Fingers

SkullCuts

innocent treehab coconut water experiential

innocent

Branching out naturally to be relevant with a new audience

Coca-Cola event Jamal Edwards confetti

Glacéau vitaminwater

Providing a real platform for creative talent

Pip & Nut

molson coors light ice cave rave sunglasses blue

Coors Light

Getting ‘Damme’ cool to genuinely refresh millennials

activision guitar hero live festival staff

Guitar Hero Live

Turning a festival activation up to 11

economist Discomfort Future bugs

The Economist

Growing a brand by persuading people out of their comfort zone

Brompton