{"id":43021,"date":"2026-05-19T10:38:28","date_gmt":"2026-05-19T10:38:28","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=43021"},"modified":"2026-05-19T10:40:20","modified_gmt":"2026-05-19T10:40:20","slug":"mestiza-front-madri-excepcionals-el-alma-de-madrid-summer-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/mestiza-front-madri-excepcionals-el-alma-de-madrid-summer-campaign\/","title":{"rendered":"Mestiza Front Madri Excepcional\u2019s \u201cEl Alma de Madrid\u201d Summer Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Molson Coors&#8217; Spanish-style lager Madr\u00ed Excepcional has announced a \u00a35 million summer marketing campaign, marking the return of its advert featuring Spanish DJ duo Mestiza and celebrating &#8220;El Alma de Madrid&#8221; \u2014 &#8220;The Soul of Madrid.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The TV spot, shot on location in Madrid, features a high-energy rooftop DJ set blending traditional flamenco with electronic music. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This marks Mestiza&#8217;s second consecutive year fronting the brand&#8217;s flagship campaign, their first collaboration launched in July 2025 at a \u00a32.9 million spend, with Madr\u00ed Excepcional citing the duo&#8217;s fusion of traditional and contemporary sound as &#8220;a natural partnership.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign rolls out in phases: video-on-demand, social and digital go live from May, with TV and out-of-home following in June. A new gift-with-purchase mechanic, offering a branded snack tray with participating packs, lands across grocery, convenience and selected wholesale accounts from July.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Much like <a href=\"https:\/\/bookingagentinfo.com\/news\/kshmr-partners-with-oneodio-to-launch-studio-max-2-headphones\/\" target=\"_blank\" rel=\"noreferrer noopener\">KSHMR&#8217;s hardware partnership with OneOdio<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/news\/yuvie-teams-up-with-stone-island-for-spring-summer-2026-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Yuvie&#8217;s collaboration with Stone Island<\/a>, this deal demonstrates how brands are increasingly choosing artists whose cultural identity <em>is<\/em> the campaign concept.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Mestiza, the timing is significant. The duo released their second studio album <em>Spanish Chica<\/em> on April 10 and made their Coachella debut shortly after as the only female Spanish artists on the 2026 lineup. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From May 31 through October 4, they take over Sundays at H\u00ef Ibiza&#8217;s Theatre space for 19 dates, becoming the first female artists to lead a summer-long residency at the world&#8217;s number one club.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond Madr\u00ed Excepcional, no additional standalone brand endorsements for Mestiza are currently on record, making this campaign their most prominent commercial partnership to date.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As for the brand&#8217;s history with other celebrity talent, Madr\u00ed Excepcional&#8217;s debut TV campaign in July 2022, &#8220;Door Roja,&#8221; created by Havas London with a \u00a33.5 million budget, celebrated Madrid&#8217;s culture through vibrant imagery but did not feature a named artist. Mestiza became the first celebrity face of the brand in 2025, and are now its returning ambassador.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brand has grown into a \u00a31 billion name with UK retail sales now worth almost \u00a3140 million and growing 8% year on year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Madr\u00ed Excepcional doubling down on Mestiza, and nearly doubling the budget, signals this isn&#8217;t just a clever ad; it&#8217;s a long-term identity play. The brand is tying its cultural narrative directly to one of the most exciting duos in electronic music right now, and that bet is paying off.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mestiza bring more than aesthetics, they bring credibility. The duo&#8217;s flamenco-meets-techno sound is not a stunt; it&#8217;s a genuine cultural fusion that mirrors exactly what Madr\u00ed claims to stand for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the brand faces ongoing authenticity criticism, being brewed in the UK while projecting Spanish soul, aligning with an artist duo that <em>actually<\/em> embodies Madrid&#8217;s spirit is a smart counter-narrative. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, Mestiza entering a major summer of festival dominance and a new album cycle makes this partnership land at maximum cultural volume.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Can a brand brewed in the UK convincingly sell &#8220;the soul of Madrid&#8221; through artist partnerships alone? Is Mestiza&#8217;s return as Madr\u00ed Excepcional&#8217;s face a sign of a longer exclusive deal in the making?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Molson Coors&#8217; Spanish-style lager Madr\u00ed Excepcional has announced a \u00a35 million summer marketing campaign, marking the return of its advert featuring Spanish DJ duo Mestiza and celebrating &#8220;El Alma de Madrid&#8221; \u2014 &#8220;The Soul of Madrid.&#8221; The TV spot, shot on location in Madrid, features a high-energy rooftop DJ set blending traditional flamenco with electronic [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[48,14,39,11,18],"tags":[],"class_list":["post-43021","post","type-post","status-publish","format-standard","hentry","category-alcohol","category-campaigns","category-electronic","category-endorsements","category-music"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mestiza Front Madri Excepcional\u2019s \u201cEl Alma de Madrid\u201d Summer Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/mestiza-front-madri-excepcionals-el-alma-de-madrid-summer-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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