Molson Coors’ Madrí Excepcional is back on TV screens with the return of its ‘Door Roja’ ad supported by a planned £4m summer marketing campaign.
The five-month campaign titled ‘El alma de Madrid’ or ‘The Soul of Madrid’ includes a 60-second TV ad, shot on location in Madrid by directing duo Julien & Quentin and Pulse Films as well as video-on-demand, experiential, social activations, influencer partnerships and brand-new OOH advertisement including billboards and pop-up displays on the streets of the UK.
Sophie Mitchell, senior brand manager at Madrí Excepcional, said: “Madrí Excepcional brings together the best of Britain’s brewing heritage and the Soul of Madrid to create a unique modern-style European lager which has taken the UK off trade by storm.
“This interactive campaign is building on the great momentum behind the brand, bringing ‘El alma de Madrid’ to the streets of the UK. We’re keeping Madrí Excepcional front of mind throughout the Summer, creating even more excitement around it and helping our customers to drive sales in their stores.”
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