Madrí Excepcional, the European-style lager taking the UK by storm, has unveiled its first ad campaign.
The £3.5m ‘Door Roja’ campaign aims to build on the brand’s early on-trade momentum, establish it in the off-trade in the UK, and celebrate ‘El alma de Madrid’ – or ‘The Soul of Madrid’.
Despite only launching in October 2020, Madrí Excepcional is already available on draught in more than 7,500 venues, as well as in cans and bottles in supermarkets and off-licences and convenience stores across the UK.
During the past 12 weeks, Madrí Excepcional has broken into the top ten draught lagers by sales value in the on-trade, and currently has the highest value and volume rate of sale per venue in the world lager category.
The three-month campaign is the brand’s first above-the-line marketing campaign and includes TV, video-on-demand, out-of-home, experiential and social activations. At its heart is a new 60” TV ad, shot on location in Madrid, which combines the historic soul of the city with its open, urban, convivial present.
The campaign also includes three large, striking murals – in London’s Shoreditch, Manchester’s Northern Quarter, and Birmingham’s Digbeth, hand-drawn by artist The Red Dress.
Ryan McLaughlin, Marketing Controller – Premium Beers at Molson Coors, said: “The reaction to Madrí Excepcional since launch, from venues, retailers and above all the public, has been, well, exceptional. While less than two years old, it’s clear it represents a unique, exciting, and sought-after option.
“This bold campaign – backed by significant investment – captures the soul of Madrid specifically, not just Spain, enabling the brand to continue to stand out against the sea of largely undifferentiated Mediterranean lagers in the growing world lager category.”
