Spanish lager Madrí Excepcional has unveiled its first ever ad campaign in a bid to build on the brand’s pre-existing success in the UK.
The £3.5 million campaign, ‘Door Roja’ devised by creative agency Havas London intends to celebrate ‘El alma de Madrid’ – or ‘The Soul of Madrid’.
Launching in October 2020, Madrí Excepcional has become the UK’s sixth best-selling world lager and is available on draught in more than 7500 venues, as well as in cans and bottles in supermarkets including Sainsbury’s, Tesco, Morrisons and Asda.
“During the past twelve weeks, Madrí Excepcional has broken into the top 10 draught lagers by sales value, and currently has the highest value and volume rate of sale per venue in the world lager category,” Madrí Excepcional said.
The Door Roja campaign intends to capitalise on this momentum with the brand’s first marketing initiative, including TV, video-on-demand, out-of-home, experiential and social activations.
The 60-second TV spot shot in Madrid and directed by Julien & Quentin through Pulse Films, aims to embody the ‘vibrancy, warmth and progressive spirit’ of modern Madrid.
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The campaign also includes three large, ‘striking’ murals situated in London’s Shoreditch, Manchester’s Northern Quarter and Birmingham’s Digbeth, hand-drawn by artist The Red Dress.
“The reaction to Madrí Excepcional since launch, from venues, retailers and above all the public, has been, well, exceptional. While less than two years’ old, it’s clear it represents a unique, exciting, and sought-after option,” Premium Beers at Molson Coors marketing controller, Ryan McLaughlin, said.
“This bold campaign – backed by significant investment – captures the soul of Madrid specifically, not just Spain, enabling the brand to continue to stand out against the sea of largely undifferentiated Mediterranean lagers in the growing world lager category.”
The European-style lager is a collaboration between Molson Coors and Spain’s La Sagra brewery.
Havas London head of strategy Britt Iversen added: “We have absolutely loved working with Molson Coors on the launch of Madrí Excepcional– bringing the urban energy and Spanish movement that sits at the heart of Madrid’s unique ‘Movida’ spirit to a category typically categorised by laidback sunshine by the sea.”
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