The Cobra energy drink from LT Group’s unit Asia Brewery has recently launched a series of commercials about the truth about Cobra.
The commercials star Brandon Michael Vera, a Filipino-American mixed martial artist, debunking the myths of Cobra as high in sugar and caffeine.
Millennials are often misunderstood
Millennials, born after 1980s, are often misunderstood and are blamed for everything bad. The millennials serve as a reference to Cobra energy drink, often seen as laden with sugar and caffeine.
In The Truth Series Episode 1: Selfie Generation, the millennials aren’t the ones that are taking selfies all the time. In fact, Brandon goes to show, the older generations have been taking selfies using other devices for as long as one could remember. People claim Cobra is all sugar. In fact, Cobra is filled with vitamin B complex, inositol, ginseng and taurine.
https://www.facebook.com/cobraphilippines/videos/2058787464162274/
In the second episode, Brandon advises the audience not to quick to judge millennials as they aren’t the ones always on their phone. It is the same with Cobra, some people claim it has higher caffeine than coffee. The truth is there is even more caffeine in other coffee brands than Cobra.
https://www.facebook.com/cobraphilippines/videos/2058327207541633/
Lacklustre category
The energy drink is seeing an overall contraction in 2017 and has been stagnated for years. Cobra, which commands over 70% share of the market, is the bellwether of the industry. The volume sale of Cobra in 2017 fell 3% from the same period a year ago, according to the latest LT Group annual report 2017. Competition from the carbonated soft drinks market has been cited by Cobra as the reason for its poor sales.
The sugar tax, which took effect on 1 January 2018, has also taken a toll on energy drink. Cobra volume sales in the first three months of 2018 fell 18% year-on-year. The focus now is on growing value, which means either passing higher cost to consumers, which Cobra did with a PHP 2 hike per 240ml returnable glass bottle, or premiumise the category.
The truth about Cobra is seen as a move to downplay sugar and caffeine and reinforce the benefits of energy drink simply beyond as a wake-me up drink to something more functional and good for you.
