Molson Coors Beverage Company is challenging fans of its Spanish-inspired lager Madrí Excepcional to paint their own pint on the brand’s digital platform, Conectada, for a chance to win exclusive prizes, including a trip to Madrid.
It builds on a period of rapid growth for the brand, in which it has established itself as the fastest-growing of the top 20 lagers in the off-trade, worth £114.3m and growing in value by over 67 per cent.
“Paint your Pint” is the brand’s latest campaign, which celebrates the launch of the new limited-edition glass, designed by renowned Madrid street artist Sokram, famed for his colourful and multidimensional art that stands out from its surroundings.
Inspired by the Soul of Madrid, the design features elements of the city’s street culture, including paint brushes, musical motifs, and nods to Madrid Chulapos, known for their elaborate style of dress and cheeky attitude.
Live now until September, customers that buy promotional packs of Madrí Excepcional at selected retailers across the UK will receive one of the limited-edition glasses as a gift.
Each glass has a QR code which consumers can scan to enter the Conectada digital platform, where they can paint a Madrí Excepcional pint glass using stickers and stencils. They will then be prompted to submit their details and designs to be entered into a prize draw for a chance to win exclusive Madrí Excepcional merchandise and a trip to Madrid.
The Conectada digital platform also allows consumers to view nearby stockists of Madrí Excepcional, discover upcoming Madrí Excepcional events and learn Spanish.
The limited-edition glass and “Paint your Pint” promotions kick off a summer of marketing activity and the next phase of Madrí Excepcional’s ‘El alma de Madrid’ campaign which aims to bring the vibrancy, warmth, and progressive spirit of modern Madrid to the UK. It accompanies the brand’s return to TV screens this summer, and is supported by a social media campaign, and influencer events.
Point-of-sale (POS) materials will also create theatre in-store, including eye-catching aisle fins, shelf frames and free-standing display units to engage shoppers.
“With summer fast approaching, we wanted to reward Madrí Excepcional fans and bring ‘El alma de Madrid’ to the UK with a limited-edition glass design,” said Sophie Mitchell, Brand Controller at Madrí Excepcional.
“Rewarding Madrí Excepcional fans and engaging them with a unique promotion will build on the huge growth momentum of the brand and help our retail customers to drive sales in their stores this summer.”
