NPD AND MEDIA
PICKS OF THE WEEK – MADRÍ EXCEPCIONAL
THIS WEEK MADRI EXCEPTIONAL WEETABIX + PICKS OF THE WWEK
MADRÍ EXCEPCIONAL UNVEILS £3.5M AD CAMPAIGN
Campaign aims to build on the brand’s early on-trade momentum and establish it in the off-trade in the UK.
The three-month campaign is the brand’s first above-theline marketing campaign and includes TV, video-on-demand, out-of-home, experiential and social activations. At its heart is a new 60” TV ad, shot on location in Madrid, which combines the historic soul of the city with its open, urban, convivial present. The campaign also includes three large, striking murals – in London’s Shoreditch, Manchester’s Northern Quarter and Birmingham’s Digbeth, hand-drawn by artist The Red Dress. Madrí Excepcional, the European-style lager
Ryan McLaughlin, Marketing Controller - Premium
taking the UK by storm, has unveiled its first ad
Beers at Molson Coors, said: “The reaction to Madrí
campaign.
Excepcional since launch, from venues, retailers
The £3.5m ‘Door Roja’ campaign aims to build
and above all the public, has been, well, exceptional.
on the brand’s early on-trade momentum, establish
While less than two years’ old, it’s clear it represents
it in the off-trade in the UK, and celebrate ‘El alma
a unique, exciting, and sought-after option.
de Madrid’ – or ‘The Soul of Madrid’.
“This bold campaign – backed by significant
Despite only launching in October 2020,
investment – captures the soul of Madrid spe-
Madrí Excepcional is already available on
cifically, not just
draught in more than 7,500 venues, as well as
Spain, enabling
in cans and bottles in supermarkets and off-li-
the brand to con-
cences and convenience stores across the UK.
tinue to stand out
During the past 12 weeks, Madrí Excep-
against the sea of
cional has broken into the top 10 draught
largely undifferenti-
lagers by sales value in the on-trade, and
ated Mediterranean
currently has the highest value and volume
lagers in the growing
rate of sale per venue in the world lager
world lager cate-
category.
gory.”
WEDNESDAY 6TH JULY 2022/ ISSUE 112/ SLRMAG.CO.UK I 29
