Madrí Excepcional, the European-style lager taking the UK by storm, has today unveiled its first ever ad campaign, ‘Door Roja’. Devised by Molson Coors’ lead UK creative agency Havas London, the £3.5m campaign aims to build on the brand’s early on-trade momentum, establish it in the off-trade in the UK, and celebrate ‘El alma de Madrid’ – or ‘The Soul of Madrid’.
Philosophy
Door Roja, which aims to capitalise on this momentum, is the brand’s first above-the-line marketing campaign and includes TV, video-on-demand, out-of-home, experiential and social activations. Running for the next three months, it brings the vibrancy, warmth and progressive spirit of modern Madrid to the UK. At its heart is a new 60” TV ad, shot on location in Madrid by directing duo Julien & Quentin through Pulse Films, which combines the historic soul of the city with its open, urban, convivial present The campaign also includes three large, striking murals – in London’s Shoreditch, Manchester’s Northern Quarter and Birmingham’s Digbeth, hand-drawn by artist The Red Dress. Earlier this year, to mark the May Bank Holiday, Havas London and sister agencies Field Day and Red Havas devised an exclusive Madrí Excepcional takeover at London’s Vinegar Yard, bringing together Madrid-based artists, food vendors and street sounds.
Problem
Despite only launching in October 2020, Madrí Excepcional is already available on draught in more than 7500 venues, as well as in cans and bottles in supermarkets including Sainsbury’s, Tesco, Morrisons and Asda, and off-licences and convenience stores across the UK. During Door Roja, which aims to capitalise on this momentum, is the brand’s first above-the-line marketing campaign and includes TV, video-on-demand, out-of-home, experiential and social activations. Running for the next three months, it brings the vibrancy, warmth and progressive spirit of modern Madrid to the UK. At its heart is a new 60” TV ad, shot on location in Madrid by directing duo Julien & Quentin through Pulse Films, which combines the historic soul of the city with its open, urban, convivial present.