Spanish style lager, Madrí Excepcional, is back on TV screens with a new ad and a multi-million-pound marketing campaign, celebrating ‘El Alma de Madrid,’ or ‘The Soul of Madrid’.
At the heart of the seven-week campaign launching today (14 July), is a 30-second ad shot on location in Madrid featuring the Spanish DJ duo Mestiza. It showcases both the original and alcohol-free 0.0% variant.
Alongside this, the campaign will include video-on-demand, experiential, social activations and brand-new OOH advertisement, including billboards and pop-up displays on the streets of the UK.
The £2.9m campaign, which aims to reach 18 million adults across the summer, follows a period of rapid growth for the brand. Sophie Mitchell, marketing controller at Madrí Excepcional, said: “We love the way Mestiza have fused traditional and contemporary sounds to create something really unique and special. It felt like a natural partnership for Madri Excepcional.
“Our new campaign brings that fusion to life across the UK through our bold new TV ad and eye-catching activations, offering consumers an authentic glimpse into Madrid’s vibrant warm and urban culture.”
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