Molson Coors’ Spanish-style lager, Madrí Excepcional, has announced the launch of a £5m marketing push. Featuring the return of its ad featuring Spanish DJ duo Mestiza the new campaign centres on ‘The Soul of Madrid.’
Supporting the campaign is a new gift-with-purchase mechanic which will roll out across grocery, convenience and selected wholesale accounts from July.
Shoppers purchasing participating packs of Madrí Excepcional or its alcohol-free 0.0% version will receive a branded snack tray, helping retailers give their shoppers something special and tap into demand for more premium at-home social occasions.
Anca Secara, marketing controller for the lager at Molson Coors, said: “With the return of our Mestiza campaign, we’re bringing the energy and spirit of modern Madrid to life at scale again this summer, ensuring the brand remains front of mind during a key trading period.
“Just as importantly, this campaign has been designed with our retail partners in mind. From high-impact marketing that drives shoppers into stores, to targeted activation like our gift-with-purchase mechanic, we’re giving retailers the tools to help convert that demand into sales.”
With the new marketing campaign and access to POS materials and tailored activation support, retailers and wholesalers will be “set up to maximise sales throughout the summer,” the supplier said.
The campaign is rolling out in a phased approach to maintain visibility across the summer months, Molson Coors said, and aims to reach more than 22m consumers. VOD, social and digital go live from this month, with TV and OOH to follow in June.
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