Madri promotes new bottles
By Rob Bale
Molson Coors recently conducted a promotion for its Madri Excepcional beer brand in support of the introduction of bottles for the brand in Canada. The product launch involved the participation of basketball player Serge Ibaka and used as its theme the desire for spontaneous social moments. It featured a product sampling event in Toronto called “Meet Me for a Madri.” This was supported with social media content, online video, influencer activities, street posters and media relations.
“As schedules become more restrictive, spontaneity is slipping,” said Jeanene Miniaci, senior marketing manager at Molson Coors. “Madri wants to bring that back and show Canadians how to turn those everyday moments into something more social and shared, all with a new Madri bottle in hand. With his Spanish roots and natural social energy, Serge reflects the spirit of Madri, and he is the perfect partner to help us remind Canadians that we can embrace that spirit too.”