Madrí Excepcional returns to TV screens with £4m summer campaign

Molson Coors’ Spanish-inspired lager Madrí Excepcional returned to TV screens yesterday (19 April) with its ‘Door Roja’ ad supported by a planned £4 million summer marketing campaign.

The five-month campaign titled ‘El alma de Madrid’ or ‘The Soul of Madrid’ aims to bring the vibrancy, warmth and progressive spirit of modern Madrid to the UK. At its heart is a 60-second TV ad, shot on location in Madrid by directing duo Julien & Quentin and Pulse Films.

In the advert, a man travelling by train walks through a series of red doors, experiencing the bustling streets of the soulful city of Madrid. Energetic music plays throughout his journey as he eventually arrives at a party and is served a bottle of Madrí Excepcional.

The campaign will celebrate Madrí Excepcional's fusion of the soul of Madrid and the best of British brewing expertise through city-wide takeovers including events at Oast House in Manchester and Box Park in London – featuring iconic DJs from both Spain and the UK.

Stunning murals from one of Madrid’s best street artists, Sokram, leading Mancunian artist, Qubek and bold London-based artist, Choots will create fusions of Spanish and British culture. Each artist will bring to life the soul of their city, depicting the art, food and sounds found on the streets of their respective hometowns.

To learn more, consumers can find and scan Madrí Excepcional QR codes at the murals and throughout the Madrí Excepcional events to be taken to the brand’s first-ever connected platform, called ‘Madrí Conectada’.

Through the platform consumers can access personalised city maps to Madrí Excepcional destinations, exclusive music gigs and their nearest Madrí Excepcional stockist.

Alongside this, the campaign will include 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.

“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,” Sophie Mitchell, Senior Brand Manager at Madrí Excepcional, said.

“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.”