Madri Excepcional is a Spanish style lager, which aims to embody ‘el alma de Madrid’ or ’the soul of Madrid’.

In the space of just two years Madri Excepcional had become the number three best-selling draught lager.

While there is always intrigue around a new product, or indeed a new beer to try, Moolson Coors’ challenge to us was to sustain the excitement and interest in Madri Excepcional. They briefed us to keep the beer front of mind in 2023, through PR and earned media, while closely aligning with sister and other marketing agencies, to produce a through the line marketing plan.

The team worked closely with the inter-agency team to create a series of events around the country which fused together the culture of Madrid and the host city, with a focus on street art, food and music.

Kicking off in Manchester on May Day bank holiday weekend, the team generated buzz around the event with media coverage in Manchester press and by working with Mancunian influencers to tease the Madri Excepcional city takeover and to drive awareness of the hero events and Madri Excepcional.

This approach was then replicated in London, Belfast and Dublin – securing regional media coverage and influencer partnerships in each city.

Alongside this, the team gifted media bespoke Madri Excepcional sample boxes to generate  ongoing product coverage and to strengthen media awareness and relationships.