Karmarama Introduces a Cobra Beer Glass That’s ‘Made of Science’

By Erik Oster 

Karmarama launched a campaign for Molson Coors brand Cobra introducing branded glassware that’s “Made of Science.” 

So, what exactly does that mean?

Karmarama claims to have teamed up with professors at England’s Birmingham University and Imperial College, as well as other hydrodynamics and fluid mechanics specialists, to create the purportedly ground-breaking glass.

The glass contains “a unique channel in the interior facia” allowing beer to flow smoothly around the body to the base, in turn creating a whirlpool effect which releases aroma and flavor and allows for the formation of the perfect head. With prototypes already out, the glass is currently in production for release this summer. Here’s the video:

Karmarama is promoting the invention with digital, OOH and print ads, demonstrating the pour in action and claiming it’s “The biggest innovation in pouring since gravity.”

“It’s been great to work with Karmarama on such an exciting innovation,” said Alison Pickering, brand director, portfolio, at Molson Coors. “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.”

OTOH, it’s Coors.

Credits:

—Glass
Creative Director: Dickie Connell
Head of Creative Production: Danny Baylis
Senior Planner: Matthew Waksman
Professor of Hydrodynamics at Imperial College London: Professor Chris Swan

—Advertising
Creative Director: Dickie Connell
Copywriter: Luke Ramm
Head of Creative Production: Danny Baylis
Senior Planner: Matthew Waksman
VOD Production Company: Kream
Producer: Debbie Impett
DoP: Phil Ashley
Print/Outdoor Photographer: Andy Rudak

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