Mediterranean-style lager Madrí Excepcional enjoyed one of UK on-trade’s most successful ever new product launches back in 2020 – and its owner Molson Coors is now working to cement that success with a multi-million-pound summer marketing campaign.
The latest stage of this ‘El alma de Madrid’ – The Soul of Madrid’ – effort is the introduction of the brand’s ‘Conectada’ marketing platform. Rolling out from the end of June, consumers can access this online content by scanning QR codes that will be carried on every bottle of Madrí Excepcional, and displayed at public events, on social media and on out-of-home advertising over the summer.
Conectada users will learn about the collaboration between Molson Coors and the La Sagra Brewery near Madrid, and access personalised city maps directing them to Madrí Excepcional events, exclusive music gigs – and their nearest stockist.
Senior brand manager Sophie Mitchell 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
