Team Lakas
Thematic Campaign
The campaign helped Cobra strengthen and solidify its position as the #1 energy drink in both volume and value, driven by an integrated rollout of TVC/OLV, dynamic digital ads, and social content that spotlighted real consumers as the brand’s everyday heroes.
Cobra “Action” RC
Sustaining the campaign on digital, we uncovered real stories of Cobra drinkers through active social listening and aggressive UGC communications. Through the year, we featured everyday champions of strength whose personal journeys were transformed into powerful social content, elevating them from hardworking individuals to relatable modern-day idols.
The content consistently outperformed benchmarks, achieving 2x higher engagement than the nano KOL average and 166x higher than FMCG industry standards, demonstrating exceptional audience resonance and cultural relevance.
