Molson Coors’ Spanish-inspired lager Madrí Excepcional is back on TV screens with the return of its ‘Door Roja’ ad supported by a £4m summer marketing campaign.
The five-month campaign, titled ‘El alma de Madrid’ or ‘The Soul of Madrid,’ aims to bring the vibrancy, warmth and progressive spirit of modern Madrid to the UK. At its heart is a 60-second TV ad shot in the Spanish capital.
Alongside this, the campaign also includes video-on-demand, experiential, social activities, influencer partnerships and out-of-home advertising including billboards and pop-up displays.
The brand has also launched its first-ever connected platform, called ‘Madrí Conectada’. Through this, consumers can access personalised city maps to Madrí Excepcional destinations, exclusive music gigs and their nearest Madrí Excepcional stockist.
Sophie Mitchell, Senior Brand Manager at Madrí Excepcional, 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 off-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 stores.”
