Madrí Excepcional, Molson Coors’ Spanish-inspired lager, made a return to television on April 19 with its ‘Door Roja’ ad, backed by a £4 million summer marketing campaign.
Spanning five months, the campaign, dubbed ‘El alma de Madrid’ or ‘The Soul of Madrid,’ seeks to infuse the UK with the lively, warm, and forward-thinking essence of contemporary Madrid. Central to the campaign is a 60-second TV commercial, filmed in Madrid by the directing team Julien & Quentin and Pulse Films.
Madrí Excepcional’s fusion of Madrid’s soul and British brewing excellence will be celebrated through city-wide events, such as those at Oast House in Manchester and Box Park in London, showcasing prominent DJs from both Spain and the UK.
To learn more, consumers can find, and scan Madrí Excepcional QR codes at the murals and throughout the Madrí Excepcional events to be taken to the brand’s first-ever connected platform, called ‘Madrí Conectada’.
This platform offers users personalised city maps to Madrí Excepcional locations, exclusive music events, and nearby stockists. The campaign also includes video-on-demand, experiential and social activations, influencer collaborations, and out-of-home advertising, including billboards and pop-up displays throughout the UK.
Sophie Mitchell, Senior Brand Manager at Madrí Excepcional, said, Madrí Excepcional brings together the best of Britain’s brewing heritage and the Soul of Madrid to create a unique modern-style European lager which has taken the UK on-trade by storm.
“This interactive campaign is building on the great momentum behind the brand, bringing ‘El alma de Madrid’ to the streets of the UK. We’re keeping Madrí Excepcional front of mind throughout the Summer, creating even more excitement around it and helping our customers to drive sales in their venues.”
