Madrí Excepcional has unveiled its first-ever ad campaign, ‘Door Roja’.

The £3.5m 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’.

Running for the next three months, it includes TV, video-on-demand, out-of-home, experiential and social activations and brings the vibrancy, warmth and progressive spirit of modern Madrid to the UK. At its heart is a new 60” TV ad, shot on location in Madrid by directing duo Julien & Quentin through Pulse Films, which combines the historic soul of the city with its open, urban, convivial present.

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.”