Molson Coors has announced a £5m marketing campaign for its Spanish-style 4.6% ABV lager Madrí Excepcional, marking the return of its advert featuring Spanish DJ duo Mestiza and celebrating ‘El Alma de Madrid’, or ‘The Soul of Madrid’.
Rolling out in phases to maintain visibility throughout the summer, the campaign is set to reach more than 22 million consumers. Video on demand, social and digital activity go live this month, with TV and out of home following in June.
Shot on location in Madrid, the advert centres on a high-energy rooftop DJ set that blends traditional flamenco with electronic music, bringing to life Madrí Excepcional’s fusion of British brewing expertise and modern Madrileño culture.
The campaign is supported by a new gift-with-purchase mechanic, launching from July across grocery, convenience and selected wholesale accounts. Shoppers who buy participating packs of Madrí Excepcional or Madrí Excepcional 0.0% will receive a branded snack tray, designed to help retailers tap into demand for more premium at-home social occasions.
The activity follows a period of strong growth for Madrí Excepcional, which has become a £1bn brand and is now worth almost £140m in retail sales, growing 8% year on year.
