Cobra Beer Commercial Brand Partnership

Commercial Brand Partnership Driving Category Expansion and Consumer Engagement


Partnering Jeremy Pang with Cobra Beer to redefine beer pairing within Pan-Asian cuisine, delivering a strategic, multi-channel campaign that expanded brand perception and engaged both trade and consumer audiences.

Ever Forwards led the development and execution of this talent-led partnership, aligning brand, talent and commercial objectives to create an authentic, scalable campaign that delivered impact across on-trade, off-trade and digital channels.


Results at a Glance

  • Multi-Channel Campaign Activation: Integrated campaign delivered across on-trade, off-trade, events and digital platforms, ensuring consistent messaging and broad audience reach.
  • 500K+ Audience Reach via Owned Channels: Content distributed through School of Wok’s YouTube platform, leveraging an engaged subscriber base to drive awareness and engagement.
  • National Retail & Trade Engagement: Campaign activated with leading UK supermarkets and hospitality stakeholders, supporting both sell-in and consumer adoption.
  • Live Event & Experiential Impact: Launch event hosted at School of Wok, engaging key buyers through immersive cooking demonstrations and product pairing experiences.


Our Role

Talent Management & Brand Alignment

  • Positioned Jeremy Pang as a credible and authentic ambassador for Cobra Beer, ensuring alignment with his expertise in Pan-Asian cuisine.
  • Structured the partnership to reflect long-term brand and talent value, maintaining authenticity and audience trust.


Brand Partnership Development & Commercial Strategy

  • Led collaboration between Cobra Beer, agency partners and School of Wok to expand the campaign scope and unlock additional commercial opportunities.
  • Ensured brand messaging was integrated naturally into content and experiences, balancing commercial objectives with creative integrity.


Campaign Strategy & Multi-Channel Execution

  • Developed a fully integrated campaign spanning trade marketing, live events, digital content and in-store activations.
  • Identified key launch moments to maximise visibility and impact across both B2B and consumer audiences.


Content & Experiential Activation

  • Facilitated the creation of educational, talent-led content showcasing beer and food pairing across Pan-Asian cuisine.
  • Delivered live experiences, including buyer events and demonstrations, to drive engagement and product understanding.


The Campaign

The partnership repositioned Cobra Beer beyond its traditional association with Indian cuisine, introducing it as a versatile pairing across a broad range of Pan-Asian dishes.


Content was created around ingredients, techniques and recipes, with Jeremy Pang demonstrating how Cobra Beer complements different flavours and cuisines. This approach combined education with entertainment, bringing audiences into the kitchen through authentic, accessible storytelling.


The campaign launched with a targeted sell-in video for the hospitality sector, followed by a high-impact trade event at School of Wok attended by leading UK retailers. This was supported by in-store activations and a sustained digital content programme across owned and brand channels.


Impact

For Cobra Beer:

  • Successfully expanded brand perception beyond Indian cuisine into the wider Pan-Asian category.
  • Strengthened engagement across both trade and consumer audiences through credible, talent-led storytelling.


For Jeremy Pang:

  • Reinforced his authority as a leading UK voice in Pan-Asian cuisine.
  • Expanded his commercial portfolio through a high-profile, long-term brand partnership.


For the Category:

  • Elevated awareness of beer and food pairing within modern Asian cuisine.
  • Demonstrated how talent-led partnerships can shift consumer behaviour and unlock new market opportunities.

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