Bringing the Streets of Madrid to the Streets of the UK

Client: Molson Coors | Madrí Excepcional

“Where did all this Madrí lager come from, suddenly??” An often-asked question – here is the answer:

Madrí’s contagious success was never guaranteed. The UK lager category was stagnating, and parts of it actually nose-diving in the wake of craft beer and IPA proliferation. It was overcrowded and, if we’re honest – already had its fair share of red Spanish lagers. So, we knew from the get-go that we’d have to think differently: No category tropes, none of the usual high-impact, premium formats. We couldn’t invest our way to success, but rather, we understood we had to play by different rules... This is how a little guy with a beard named Javi helped us capture the UK zeitgeist by exporting behavioural insight from the streets of Madrid to the streets of the UK—rejuvenating a whole category and making Madri Excepcional the fastest-growing lager brand of all time.