Molson Coors’ Spanish-inspired lager Madrí Excepcional has returned to TV screens with a new advert, which will be at the forefront of a £4million summer marketing campaign.
The five-month push has been titled ‘El alma de Madrid’ – ‘The Soul of Madrid’ – led by a 60-second promo, shot on location in Madrid by directing duo Julien & Quentin and Pulse Films.
The wider campaign will involve themed ‘takeovers’ in Manchester and London, featuring DJs from both Spain and the UK, and murals by Madrid street artist, Sokram, Mancunian artist, Qubek and London artist, Choots, celebrating Spanish and British culture.
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’.
Through that platform, consumers can access personalised city maps to Madrí Excepcional destinations, exclusive music gigs and their nearest Madrí Excepcional stockist. Alongside this, the campaign will include video-on-demand, experiential, social activations, influencer partnerships and brand-new OOH advertisement including billboards and pop-up displays on the streets of the UK.
Senior brand manager, Sophie Mitchell, 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.”
