Molson Coors Beverage Company has brought its Spanish-inspired lager Madrí Excepcional back to TV screens with the return of its ‘Door roja’ ad, supported by a planned £4m summer marketing campaign.
The campaign, ‘El alma de Madrid’ – which translates to ‘The soul of Madrid – will run for five months.
It will also include events at Oast House in Manchester and Boxparks in London, as well as murals in those two cities.
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Shoppers can scan QR codes at the murals and events to be taken to the brand’s first conencted platform, ‘Madrí conectada’.
There, they can access personalised city maps to exclusive gigs and their nearest Madrí Excepcional stockist.
The campaign will also feature social media, influencer and out-of-home advertising.
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