Molson Coors Beverage Company has launched a new “Paint your Pint” campaign, offering fans of Madrí Excepcional the chance to win exclusive prizes, including a trip to Madrid.
The campaign celebrates the launch of the beer brand’s new limited-edition glass, designed by renowned Madrid street artist Sokram, famed for his colourful and multidimensional art that stands out from its surroundings.
Live now until September, customers that buy promotional packs of Madrí Excepcional at selected convenience retailers across the UK will receive one of the limited-edition glasses as a gift.
Each glass has a QR code which consumers can scan to enter the brand’s Conectada digital platform, where they can paint a Madrí Excepcional pint glass using stickers and stencils.
They will then be prompted to submit their details and designs to be entered into a prize draw for a chance to win exclusive merchandise and a trip to Madrid.
The Conectada digital platform also allows consumers to view nearby stockists of Madrí Excepcional, discover upcoming events and learn Spanish.
The limited-edition glass and ‘Paint your Pint’ promotions kick off a summer of marketing activity and the next phase of the brand’s ‘El alma de Madrid’ campaign, which aims to bring the vibrancy, warmth, and progressive spirit of modern Madrid to the UK.
It also accompanies the brand’s return to TV screens this summer, and is supported by a social media campaign, and influencer events.
The brand added that 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 brand controller at Madrí Excepcional said: “With summer fast approaching, we wanted to reward Madrí Excepcional fans and bring ‘El alma de Madrid’ to the UK with a limited-edition glass design.
“Rewarding MadríExcepcional fans and engaging them with a unique promotion will build on the huge growth momentum of the brand and help our retail customers to drive sales in their stores this summer.”
Madrí Excepcional’s ‘Conectada’ platform can be accessed via mobile devices and you must be 18 years old to view the site.
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