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.
Consumers can access the platform by scanning QR codes on every bottle, can and multipack 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 ‘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 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.
The campaign is supported by video-on-demand, experiential, social activations, influencer partnerships and out-of-home advertising.
POS materials will also create theatre in-store, including aisle fins, shelf frames and FSDUs to engage shoppers.
