From its payoff line, ‘Taps that’ll turn you on’ and amusing TV ads featuring the millionaire in the foam-filled tub, Harry in the laundry basket and the little boy talking to his bath taps, to the instantly recognisable red and blue icons, Cobra has entrenched itself as part of the South African lifestyle.

This is fitting, given that its products are locally manufactured specifically for local conditions. Cobra has also built a strong reputation amongst local consumers and tradesmen for delivering high quality products, backed by excellent aftersales service and spares and parts availability.

Over and above all this, the brand has also become a bastion of cutting-edge bathroom and kitchen product design and an industry-leader in terms of innovation. This is particularly evident in its range of designer products – some of which have won the industry’s highest accolades – as well as in its extensive range of energy and water saving products.

“This demonstrates how Cobra has evolved as a brand over the years. We no longer just manufacture taps but one of the most comprehensive ranges of sanitary fittings in the world. Our focus is not merely on the production of these pieces but also on their design, their functionality and their aesthetic appeal. This is important because we see design as an art form; Cobra taps aren’t just manufactured, they’re carefully crafted. We’re a progressive company and our brand needs to reflect that. It’s for all these reasons that we’ve revitalized the Cobra brand and repositioned ourselves as the leading South African lifestyle brand in our field,” says Cobra MD, Peter Hamilton.

With this has come a new outlook for the company as a whole, marked by the embracing of our core values of excellence, credibility, initiative and responsibility and the driving desire to create and promote a culture of customer centricity.

The launch of a fresh new 3D ‘chrome’ logo, that talks to the craftsmanship of Cobra’s products, and the new payoff line, ‘A South African icon’, signals the beginning of the changes Cobra will bring to the industry.

“This is not just a logo change; it’s a complete culture change. Leading companies continually reinvent themselves to remain competitive and while we’ve been slowly building these brand attributes in the background over many years, we’re now ready to bring these to the forefront for all to see. In this way it is more of a brand evolution than revolution. We’re proud of our history and heritage and want South African consumers to be proud of it too,” Hamilton adds.

The new Cobra branding will be rolled out to all product, packaging and marketing material in the coming months.

For more information on Cobra call 0861 21 21 21 or email: [email protected]. Alternatively visit www.cobra.co.za to view Cobra’s extensive product catalogue.