In an effort to build on Madrí Excepcional’s strong growth in recent years, Molson Coors has launched a new seven-week promotional campaign, including a TV ad.
Created in 2020 via a collaboration between Molson Coors and Madrid’s La Sagra brewery, interest in Madrí skyrocketed in 2022, and it has since established itself as the second-largest world lager brand in total trade by value.
But not wishing to rest on those laurels, Molson Coors intends to spend £2.9m on this summer’s campaign, aiming to reach 43 million adults.
As in previous pushes, the central tagline is ‘El Alma de Madrid’ or ‘The Soul of Madrid’, with the 30-second TV ad shot on location in Madrid featuring the Spanish DJ duo Mestiza.
Mestiza are known for blending traditional Flamenco music with contemporary electronic beats, and are said to embody the ‘vibrancy, warmth and progressive spirit of Madrid’.
The ad showcases both the core brand and the alcohol-free variant, Madrí Excepcional 0.0%.
Alongside this, the campaign will include video-on-demand, experiential, social activations, and brand-new OOH advertisement including billboards and pop-up displays on the streets of the UK.
Marketing controller Sophie Mitchell said: “Madrí Excepcional is all about fusion – combining the soul of Madrid with the best of British brewing.
“Our new campaign, ‘El Ama de Madrid’, brings that fusion to life across the UK this summer through a bold new TV ad, and eye-catching activations, offering consumers an authentic glimpse into Madrid’s vibrant, open, and urban culture.
“Featuring the vibrant, modern sounds of Mestiza and showcasing both Madrí Excepcional and Madrí Excepcional 0.0%, the campaign builds on the brands’ strong performance to date and aims to both create excitement among consumers and help venues drive sales this summer.”
