Madrí Excepcional, the Spanish-style lager created through a collaboration between Molson Coors and La Sagra brewery, has launched a multi-million-pound summer marketing campaign, returning to TV screens with a new advertisement celebrating ‘El Alma de Madrid’ or ‘The Soul of Madrid’.
At the core of the seven-week campaign is a 30-second TV advertisement. Shot on location in Madrid, the ad features Spanish DJ duo Mestiza, known for their fusion of traditional Flamenco music with contemporary electronic beats. The ad showcases both Madrí Excepcional and the alcohol-free variant, Madrí Excepcional 0.0%.
The campaign reflects the brand’s fusion origins, combining elements of Madrid’s culture with British brewing expertise.
Set to reach an estimated 18 million adults across the summer, the £2.9m campaign also includes video-on-demand, experiential activations, social media initiatives and out-of-home advertising.
