Madrí Excepcional is encouraging shoppers to embrace the spirit of Madrid this summer through a nationwide search for the new face of Madrí Excepcional, helping to keep the brand front of mind during one of the busiest trading periods of the year.
The search follows research commissioned by Madrí Excepcional which finds that almost two-thirds of Brits (65 per cent) would consider taking a career break in return for the opportunity to try their dream job.
The campaign centres on the iconic Chulapo character that features on every bottle, pint and can – known by many consumers as the “Madrí Man” – which is based on the likeness of the brand’s co-founder, Carlos Garcia. As Carlos himself takes a “summer break”, one consumer will be chosen to take part in the “Sab-beer-tical” and become the new face of Madrí Excepcional, enjoying a prize package worth more than £5,000 while representing the brand throughout the campaign.
“Summer has a way of inspiring us to try something a little different, and that includes me,” said Carlos Garcia, co-founder of Madrí Excepcional. “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.”
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.