Karmarama launch ‘world’s smoothest glass’ innovation for Cobra beer

Cobra is launching innovative new Smooth Pour glassware, developed with Karmarama, which along with a unique font for bars, is a breakthrough in pouring technology. The glassware will be launched this summer with an integrated campaign, which runs across digital outdoor, press, digital, VOD, and social media.

The team have worked with hydrodynamics and fluid mechanics specialists and professors at universities including Birmingham University and Imperial College to develop the glassware prototypes. The final developed glassware is now in production for release this summer. The glass has a unique channel in the interior facia allowing the liquid to flow smoothly around the glass to the base, creating a whirlpool effect, releasing flavour and aroma and creating the perfect head, all in order to bring to life the beer’s ‘impossibly smooth’ positioning.

Digital OOH and press ads demonstrate the real pour in action and headlines, which talk about the breakthrough for consumers in a lighthearted way “The biggest innovation in pouring since gravity” and “Built by thirsty boffins”.

Alison Pickering, Brand Director Portfolio at Molson Coors, said: “It’s been great to work with Karmarama on such an exciting innovation. The glassware we think is industry-defining, will help create reappraisal of Cobra, adding visual drama at the bar, and ensuring the best possible pint. This is turn should help with our crucial distribution push to list Cobra in the On Trade as we expand into more bars.”

Dickie Connell, Creative Director at Karmarama, added “We’re proud that this innovation is helping Cobra ‘crack the on-trade’. It’s a great opportunity to have further fun with our Live Smooth creative platform and demonstrate its breadth.