BREWED SMOOTH FOR ALL FOOD
Molson Coors loved the work we'd been doing for Coors Light and Grolsch, so they gave us the Cobra business too. Our first task was to re-brand and relaunch the lager, moving it away from curry house cliche's and positioning it as the perfect beer for any food, to broaden it's audience.
So we filled a truck with Cobra and sent it to New York - the food capital of the world, to try it with some of the City's most culturally diverse dishes and prove it can go with way more than your standard Lamb Bhuna.
We launched with a trailer for the campaign that went online and in cinema, directing people to more films and content from the trip...
And then released further documentary films following our protagonists, Jack and Camille around NYC as they tried Cobra with different foods and handed it out to the American public along the way.
We also got brilliant food and travel photographer Ren Fuller to document the whole trip - using her shots across a range of different media.
