Molson Coors 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 Madrí Excepcional merchandise and a trip to Madrid.
The ‘Paint your Pint’ campaign celebrates the launch of a new limited-edition glass, designed by Madrid street artist Sokram.
Live now until September, customers that buy promotional packs of Madrí Excepcional at selected retailers will receive one of the limited-edition glasses as a gift.
Each glass has a QR code which consumers can scan to enter the Conectada digital platform, where they 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 the prize draw.
The Conectada digital platform also allows consumers to view nearby stockists of Madrí Excepcional, discover upcoming Madrí Excepcional events and learn Spanish.
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.
POS materials will also create theatre in-store, including aisle fins, shelf frames and free-standing display units to engage shoppers.
