Molson Coors’ Madrí Excepcional has launched the next stage of its multi-million-pound summer marketing campaign – ‘El alma de Madrid’ or ‘The Soul of Madrid’ – with on-pack QR codes giving consumers access to its first-ever ‘Conectada’ platform.
Consumers can access the ‘Conectada’ platform by scanning QR codes on every bottle, can and multipack of Madrí Excepcional, rolling out from the end of June. The QR codes will also be visible across public events, social media and out of home advertising over the summer.
The campaign is supported by video-on-demand, experiential, social activations, influencer partnerships, brand-new OOH advertisement including billboards and pop-up displays.
Point-of-sale (POS) materials will also create theatre in-store, including eye-catching aisle fins, shelf frames and free-standing display units to engage shoppers.
Sophie Mitchell, senior brand manager at Madrí Excepcional, said: “This is the next phase of our most interactive campaign yet, giving consumers a deeper understanding of Madrí Excepcional and bringing ‘El alma de Madrid’ to the streets of the UK.
“Engaging with Madrí Excepcional fans and telling the story of the combination of the best of Britain’s brewing heritage and the Soul of Madrid to create a unique modern-style European lager will build on the huge momentum behind the brand and help our customers to drive sales in their stores this summer.”
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