Cobra strikes out with low-cal look

02 May, 2008

Cobra Beer is renaming its low-calorie lager as part of a packaging redesign across three of its brands.

Cobra Low Cal will now be labelled Cobra Light, while alcohol-free Cobra 0.0% will be branded Cobra Zero %.

New labels and multipack packaging are also lined up for the brand. The rebranded brews will be on shelf from June.

The company is also considering ditching its embossed bottles from the autumn.

Packaging redesigns for the King Cobra super-premium lager and Cobra Bite flavoured beers will be unveiled later .

Marketing director Will Ghali said: "Cobra has very strong branding so the redesign was an evolution rather than a revolution. The aim was to give our beers a more contemporary appearance and increase standout ."

A TV ad campaign, as part of a £14 million marketing spend , will appear in June.

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