Lowe Philippines wins energy drink brand Cobra

Asia Brewery (ABI) has appointed Lowe Philippines to the energy drink Cobra business.

Lowe won the work following a four-way pitch against TBWA/SMP, Ace Saatchi & Saatchi and Iconyx, which ended in August. Lowe will handle full-service creative duties for the Cobra brand across the Philippines.

Cobra has been responsible for the phenomenal growth of the energy drinks category in the Philippines over recent years, surpassing the growth of many other beverage giants in other categories.

Leigh Reyes, President and CCO, Lowe Philippines (pictured) said, “We’re delighted to start working on Cobra, a brand that our teams already have much practical experience with. It certainly helped us get through the pitch! We look forward to being part of its next chapter of growth.”

Abe Cipriano, AVP-Marketing for Non-Alcoholic Beverages, ABI added, “The need for energy has never been more relevant in the market than it is today. We selected Lowe because they appreciated the brand’s history and the aspirations of its target market. We’re excited about the possibilities of their insightful strategic and creative proposals.”