Molson Coors’ Mediterranean style lager Madrí Excepcional has launched the next stage of its multi-million-pound summer marketing campaign – ‘El alma de Madrid’ or ‘The Soul of Madrid’ – with on-pack QR codes giving consumers access to its first-ever ‘Conectada’ platform.
It builds on a period of rapid growth for the brand, which quickly became UK on-trade’s most successful ever new product launch, delivering the highest sales value of any alcohol brand in its first year.
The launch is latest part of Madrí Excepcional’s five-month long ‘El alma de Madrid’ campaign which aims to bring the vibrancy, warmth and progressive spirit of modern Madrid to the UK, and follows its return to TV screens in April.
Consumers can access the ‘Conectada’ platform by scanning QR codes on every bottle of Madrí Excepcional, rolling out from the end of June. The QR codes will also be visible across public events, social media and out of home advertising over the summer.
Revealing little-known brand facts, users will learn about the collaboration between Molson Coors and the La Sagra Brewery near Madrid, and how Madrí Excepcional captures “El Alma de Madrid” or “The Soul of Madrid”. Consumers can also access personalised city maps directing them to Madrí Excepcional events, exclusive music gigs and their nearest Madrí Excepcional stockist.
The campaign is supported by video-on-demand, experiential, social activations, influencer partnerships, brand-new OOH advertisement including billboards and pop-up displays.
Sophie Mitchell, Senior Brand Manager at Madrí Excepcional, said, “This is the next phase of our most interactive campaign yet, giving consumers a deeper understanding of Madrí Excepcional and bringing ‘El alma de Madrid’ to the streets of the UK. Engaging with Madrí Excepcional fans and telling the story of the combination of the best of Britain’s brewing heritage and the Soul of Madrid to create a unique modern-style European lager will build on the huge momentum behind the brand and help our customers to drive sales in their venues this summer.”
The ‘Conectada’ platform can be accessed via mobile devices by clicking here (must be 18 years or over to view the site).