Madrí Excepcional unveils £3.5m campaign to raise off-trade profile
Madrí Excepcional, the European-style lager, has unveiled its first-ever ad campaign ‘Door Roja’ with the aim to establish the brand in the off-trade in the UK.
The campaign spot, conceptualized by Havas London, features a man and his friend chatting on the train when a mysterious bartender passes by, giving him a bottle of Madrí Excepcional. Following him through the door at the end of the carriage, the man is transported to Madrid, passing through a sunny courtyard, a buzzing bar and even a bullring in his mission to grab another bottle of the beer.
The film was shot in Madrid by directing duo Julien and Quentin through Pulse Films. The £3.5m campaign will run across TV, video-on-demand (VOD), out-of-home (OOH), experiential and social activations.
Ryan McLaughlin, marketing controller – premium beers at Molson Coors, said: “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. 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.”
Britt Iversen, head of strategy at Havas London, 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 categorized by laidback sunshine by the sea.”