Molson Coors Beverage Company is challenging fans of its Spanish-inspired lager Madrí Excepcional to paint their own pint on the brand’s digital platform, Conectada, for a chance to win exclusive prizes, including a trip to Madrid.
It builds on a period of rapid growth for the brand, in which it has established itself as in the top five lagers in the on-trade in value terms, worth more than £777m and growing in value by over 72%.
‘Paint your Pint’ celebrates the launch of the new limited-edition glass, designed by street artist Sokram, famed for his colourful and multidimensional art that stands out from its surroundings, and is inspired by the Soul of Madrid featuring elements of the city’s street culture, with a nod to Madrid Chulapos, known for their elaborate style of dress and cheeky attitude.
Each glass has a QR code which customers can scan to enter the Conectada digital platform, where consumers can paint a Madrí Excepcional pint glass using stickers and stencils. They will then be prompted to submit their details and designs to be entered into a prize draw for a chance to win exclusive Madrí Excepcional merchandise and a trip to Madrid.
The limited-edition glass and ‘Paint your Pint’ promotions kick off a summer of marketing activity and the next phase of Madrí Excepcional’s ‘El alma de Madrid’ campaign which aims to bring the vibrancy, warmth, and progressive spirit of modern Madrid to the UK. It accompanies the brand’s return to TV screens this summer, and is supported by a social media campaign, and influencer events.
Sophie Mitchell, Brand Controller at Madrí Excepcional, said, “With summer fast approaching, we wanted to reward Madrí Excepcional fans and bring ‘El alma de Madrid’ to the UK with a limited-edition glass design.
“Rewarding Madrí Excepcional fans and engaging them with a unique promotion will build on the huge growth momentum of the brand and help operators drive sales this summer.”
The Conectada digital platform also allows consumers to view nearby stockists of Madrí Excepcional, discover upcoming Madrí Excepcional events and learn Spanish. Madrí Excepcional’s ‘Conectada’ platform can be accessed via mobile devices by clicking here (must be 18 years or over to view the site).
