- The £2.9m campaign, which aims to reach 18 million adults across the summer
- The new TV ad and campaign builds on strong growth – establishing Madrí Excepcional as the second-largest world lager brand
- Alongside TV ad, campaign will include VOD, experiential, social activations, and brand-new OOH ads, including billboards, pop-up displays
Madrí Excepcional, the Spanish style lager created through a collaboration between Molson Coors and La Sagra brewery, is back on TV screens with a brand-new ad and a multi-million-pound marketing campaign, celebrating ‘El Alma de Madrid’ or ‘The Soul of Madrid’.
At the heart of the seven-week campaign, which launched today (14), is the 30-second TV ad, shot on location in Madrid and featuring the Spanish DJ duo Mestiza. Known for blending traditional Flamenco music with contemporary electronic beats, Mestiza embodies Madrid’s dynamic spirit, inviting viewers into an immersive snapshot of the city’s vibrant culture and urban energy. The ad showcases both Madrí Excepcional and the alcohol-free variant, Madrí Excepcional 0.0%.
The campaign echoes the brand’s own fusion roots – the vibrancy, warmth and progressive spirit of Madrid embraced by Carlos Garcia, founder of the La Sagra brewery, and the best of British brewing expertise that came together to create Madri Excepcional.
Alongside the TV ad, the campaign will include video-on-demand, experiential, social activations, and brand-new OOH advertisement, including billboards and pop-up displays on the streets of the UK.
The £2.9m campaign, which aims to reach 18 million adults across the summer, follows a period of rapid growth for the brand. Madrí Excepcional has established itself as the second-largest world lager brand in total trade by value.
“We love the way Mestiza have fused traditional and contemporary sounds to create something really unique and special,” said Sophie Mitchell, Marketing Controller at Madrí Excepcional.
“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 Madri 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.”