MADRÍ is set to launch the next stage of its El alma de Madrid (The soul of Madrid) multi-million-pound summer marketing campaign with new QR codes on bottles.
Consumers will be able to access the ‘Conectada’ platform by scanning the QR codes, which are rolling out from the end of June. As well as being on bottles and multipacks, the QR codes will also feature at public events, on social media, and out of home advertising.
The QR codes will reveal ‘little-known’ brand facts about the drink, as well as information on the collaboration between Molson Coors and the La Sagra Brewery near Madrid, and how Madrí ‘captures the soul of Madrid’.
It will also allow consumers access to personalised city maps directing them to Madrí Excepcional events, exclusive music gigs, and their nearest Madrí Excepcional stockist.
The launch is the latest part of Madrí Excepcional’s five-month long ‘El alma de Madrid’ campaign which aims to bring the ‘vibrancy, warmth, and progressive spirit of modern Madrid’ to the UK and follows its return to TV screens in April.
Point-of-sale (POS) materials will also ‘create theatre’ in-store, Molson Coors said, with ‘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.”
