Molson Coors has launched a campaign designed to celebrate its award-winning beer brand Cobra’s strong connection with food.
The ‘Brewed Smooth for All Food’ campaign is being announced at June’s London Food Month, where Cobra is the Official Beer Partner. The Cobra team will be launching the ‘Cobra Flavour Rooms & Bar’ at Night Market, Kensington Palace Gardens, running from June 7-18, 2017. The experiential pop-up will offer consumers an immersive beer and food tasting experience, with a fusion menu created by Gary.
The experiential activation was created for Cobra by real world marketing agency Sense.
The experience will invite guests to explore the smooth yet complex flavours of Cobra alongside a fusion menu curated by Gary Maclean, MasterChef: The Professionals Champion 2016. For the real foodies, there is also a chance to enter the even more deliciously immersive upstairs beer and food matching experience. As part of the wider out-of-home and digital campaign, Gary will also offer practical advice on pairing food with beer.
Inspired with flavours from around the world, Gary’s menu, named Cobra Fusion Bites, will feature a collection of recipes that complement or are infused with the Cobra range. It will also be served exclusively as collections at premium bars and restaurants across London.
Rob Hollis, Head of World Beers Portfolio at Molson Coors, commented: “The premium world beers category is going from strength to strength in the UK, and demand for beers that pair well with food has never been higher. Gary’s fusion menu will demonstrate just how versatile Cobra is as the perfect partner to a huge range of different cuisines from around the world.”
“London Food Month provides the ideal platform to engage with people and show how Cobra’s distinctively smooth taste is the perfect complement to food,” said Sense Account Director Diana Petre-Mag. “Through the Flavour Room & Bar concept we’ll be able to immerse visitors to the festival in the Cobra brand.”
Sense recently won a number of trophies at the IPM Awards 2017, including the Grand Prix, for the ongoing ‘Discomfort Future’ campaign on behalf of The Economist.