Madrí Excepcional, a premium European-style lager, is set to debut in Canada this spring after gaining popularity in Europe. Molson Coors Beverage Company is excited to introduce the U.K’s fastest-growing beer brand to North America, marking their most successful new brand launch in the last 20 years!
Canadians’ interest in European beers is on the rise, but there is a notable void in the segment when it comes to Spanish-inspired options. In collaboration with La Sagra brewery, this fusion of innovation and heritage is what sets the brand apart, embodying the essence of contemporary Madrid. At 4.6% ABV, the beer offers a light golden colour, a smooth, well-rounded taste profile and a short, bitter finish. Madri Exceptional will provide consumers with that premium Spanish flavour they are looking for, without needing a plane ticket!
With Madri Excepcional being a new-to-world brand for Canada, the brand has been very deliberate with its creative strategy. The campaign assets fall in one of two buckets: Introduce & Disrupt.
How is Madrí Excepcional being introduced Canada?
Madri Excepcional is a new-to-world brand in Canada, and the brand has been very intentional with its creative strategy. The campaign assets are divided into two categories: Introduce & Disrupt.
To help bring Madrí Excepcional to the masses, Molson Coors used several mediums and the creative that leveraged TV, Digital, OOH and social to help drive awareness at scale and will be in the market throughout the summer.
Madri Excepcional will emphasize the brand DNA elements that represent modern, urban, and progressive concepts. This will involve murals, wild postings, and transit takeovers scheduled from June to August 2024.
Agencies behind Peach Responsibility campaign?
- Agencies - Citizen Relations
- Brand - Madrí Excepcional (Molson Coors)
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