23.9m
campaign reach
28%
repeat purchase rate
Following a successful launch into UK pubs in 2021, Madrí – a new lager from Molson Coors – made its way to retail in the spring of 2022. Designed to raise awareness with shoppers, this campaign also helped to create a loyal audience for the new beer.
With Beers, Wines & Spirits being a highly competitive category, Molson Coors needed to ensure that its retail launch campaign would engage shoppers beyond the initial activation period. Competing against a number of well-known lager brands, Madrí would need to stand out throughout the year, providing customers with continued reminders to trial and purchase the product.
Download the full case study to discover how Molson Coors:
Generated mass awareness of Madrí’s off-trade launch
Nurtured long term success for the beer, ensuring that shoppers continued to trial and purchase Madrí across a 12-month period.
