Madrí Excepcional brings Flamenco fun in new ad
SPANISH-STYLE lager brand Madrí Excepcional is back on TV screens with a new ad in collaboration between Molson Coors and La Sagra brewery.
Celebrating ‘El Alma de Madrid’, or ‘The Soul of Madrid’, the new multi-million-pound marketing campaign consists of a new 30-second TV ad shot on location in Madrid and features the Spanish DJ duo Mestiza – known for blending traditional Flamenco music with contemporary electronic beats.
The new ad showcases both Madrí Excepcional and the alcohol-free variant Madrí Excepcional 0.0% in a bid to invite all viewers into an immersive snapshot of the city’s vibrant culture and urban energy.
The campaign echoes the brand’s own fusion roots, embraced by Carlos Garcia – founder of La Sagra Brewery, and the best of British brewing expertise that came together to create Madrí.
Alongside the TV ad, the campaign will include video-on-demand, experiential, social activations and new OOH advertisement including billboards and pop-up displays on the streets of the UK.
The £2.9million campaign, which aims to reach 43million adults across the summer, follows a period of rapid growth for the brand.
Sophie Mitchell, marketing controller at Madrí Excepcional, said: “We love the way Mestiza have fused traditional and contemporary sounds to create something really unique and special.
“Building on the great music clash events we’ve held over the past couple of years in cities around the UK to celebrate Spanish and British music culture, it felt like a natural partnership for Madrí Excepcional.
“Our new campaign, ‘El Ama de Madrid’, brings that fusion to life across the UK this summer through a bold new TV ad, and eye-catching activations, offering consumers an authentic glimpse into Madrid’s vibrant warm and urban culture
“Showcasing both Madrí Excepcional and Madrí Excepcional 0.0%, the campaign builds on the brand’s strong performance to date and aims to both create excitement among consumers and help retailers drive sales this summer.”
