U.K. beer brand Cobra claims to have created a new glass design for bars that makes its beer taste better. Agency Karmarama has helped create the "Smooth Pour" glassware, working with hydrodynamics and fluid mechanics specialists and professors at universities including Birmingham University and Imperial College to develop the glassware prototypes.

The glass features a special channel in the interior allowing the liquid to flow smoothly around the glass to the base, creating a whirlpool effect. According to the brand, this releases flavor and aroma and creates the perfect head, tying in with the beer's "impossibly smooth" positioning.

The brand is promoting it with a series of lighthearted digital OOH and press ads which herald the breakthrough for consumers with lines such as "The biggest innovation in pouring since gravity." Whether or not it actually makes the beer tastes better, the campaign might just get people to try it.

The launch comes as owner Molson Coors is trying to expand the beer's reach in bars. Cobra was originally launched by Indian entrepreneur Karan Bilimoria and is widely served in Indian restaurants across the U.K., as well as being available in supermarkets. Molson Coors bought a controlling interest in 2011.