Madrí campaign looks to a new face for the brand
SPANISH-STYLE beer brand Madrí Excepcional has unveiled its new marketing campaign seeking out the new face of the brand in time for the key summer period.
Offering the chance for a shopper to go on the first ever “Sab-Beer-Tical” the new campaign centres on the Chulapo character that features across packs of the beer – known as the Madrí man by many consumers.
The new campaign has risen as the current model for the model for the beer mascot – Madrí’s co-founder Carlos Garcia – is set to take a “summer break” and offer one consumers the chance to take part in the “Sab-Beer-Tical” and become the new face of Madrí Excepcional for a time.
Garcia said: “Summer has a way of inspiring us to try something a little different, and that includes me. Since launching in the UK in 2020, it’s been thrilling to see how much consumers and operators have embraced Madrí Excepcional – helping it to become one of the nation’s leading world lager brands.
“As someone who was born in Madrid and has spent the past 15 years brewing beer close by, it was important to me that the character featured on every bottle wears the traditional Chulapo dress – reflecting the culture and character of the city that inspired our beer. Now, we’re rolling out a campaign that puts this heritage at the centre – giving one lucky fan the chance to embrace that spirit and make the role their own.”
Further to this, the lucky consumer will also enjoy a prize package worth more than £5,000 while representing the brand throughout the campaign.
Consumers keen to find themselves in a bottle of beer can enter the competition by following the @MadriExcepcional Instagram account and submitting an original image, video or Reel showing their passion for the brand with the hashtag #MadriMan.
The winner will receive an all-expenses-paid trip to Madrid, a year’s supply of Madrí Excepcional and Madrí Excepcional 0.0%, professional pouring training, a WSET Level 1 in beer qualification and a limited-edition run of personalised bottles featuring their likeness.
Applications are open now and are set to close at 23:59 on 23 August and is open to all UK residents aged 25 or over.
Ruth Irving, marketing controller for Madrí Excepcional at Molson Coors, said: “We’re continuing to invest in building Madrí Excepcional in ways that create genuine excitement among consumers. This campaign brings the personality and heritage of the brand to life beyond the shelf, helping to build awareness and keep Madrí Excepcional front of mind with shoppers.
“For retailers, that continued investment and consumer buzz provides another reason to champion Madrí Excepcional and capitalise on demand for premium world lager.”
