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Cobra Beer
recently announced the launch of a major on-pack promotion with bmi
and Rough Guides. The promotion, which offers the chance to win pairs
of bmi tickets flying to top European and long haul destinations,
will run across all Cobra four-packs and will start at the end of
January 2007. There are also further chances for consumers to win
copies of the brand new book World Party: The Rough Guide to the
World's Best Festivals and cases of Cobra Beer.
The promotion
will feature on all four-packs of Cobra Premium, Cobra Lower Cal and
Cobra 0.0% - a total of 780,000 promotional packs. Lucky winners of
10 pairs of flight tickets will be able to choose from long haul
destinations including Antigua, Barbados and Las Vegas or any one of
bmi's European destinations. In addition, 100 runners-up will each
win a copy of World Party: The Rough Guide to the World's Best
Festivals and a (24 x 330ml) case of Cobra Premium Beer. A URN
(Unique Reference Number) will be displayed on the inside of each
promotional pack, which consumers will have to enter at
www.cobrabeer.com/worldparty to find out if they're a winner. Even if
they miss out on a prize though, everyone participating will be
entitled to 20% off when buying the Rough Guide to the World's Best
Festivals.
Zoe Smith,
Marketing Manager of Cobra Beer comments: "With travel abroad
now being more popular than ever, we're sure that that this promotion
will prove very popular among our consumers, giving them the chance
to fly to some exotic destinations in search of the best places to
party. We're also pleased to be working with bmi and Rough Guides and
feel that our brands all complement one another well."
In launching
this promotion, Cobra are looking to capitalise on a tremendously
successful final quarter of 2006 where, following their biggest-ever
TV advertising campaign - The Lift, sales grew over 65% in October
and November when compared with 2005 figures. Cobra enjoyed
year-on-year sales volume growth of 151% in the multiple grocer
sector over the four month period from August to November. Also in
2006, Cobra enjoyed an excellent redemption rate of 12% with their
first-ever on-pack promotion (giving away Sony BRAVIA televisions).
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