Madrí Excepcional launched with impact in retail, by Bergenbier SA and Mediascope

Mediascope, a trade marketing and innovation agency, signs one of the most dynamic retail launches in the Romanian beer industry for the first part of 2025. Madrí Excepcional is an urban lager beer and a successful fusion between traditional elements and modern influences, aimed at dynamizing the affordable premium segment and offering consumers a unique experience.

In Romania, the brand is brought and produced by Bergenbier S.A., one of the most active local beer producers, which is betting on the potential of the affordable premium category. Inspired by the effervescence and innovative spirit of Madrid, the Madrí Excepcional visual identity has in the foreground the color red and the Chulapo figure, a symbol of the bold attitude and sophisticated urban style of the Iberian capital.

The Madrí Excepcional visibility campaign and the innovative theatricalizations present on all distribution channels bear Mediascope’s signiture. They are based on the Madrí Exceptional brand elements and disruptive approaches, creative solutions that reimagine in-store visibility and integrate digital technology, to convey the Mediterranean personality of the Madrí Exceptional brand.

Moreover, to support the launch of Madrí Exceptional in Romania, Mediascope created the “Corner Screens” concept, designed to provide an immersive experience at the point of sale. This approach combines traditional in-store promotional elements with immersive digital canvases, while also ensuring real-time data collection and feedback. Thus, adult consumers are directly connected to the Madrí Exceptional visual universe and experience psycho-emotionally what the brand aims to convey through its visual identity and communication messages.

“We wanted to bring to the Romanian public a new retail implementation concept that would uniquely communicate the main message of Madrí Exceptional “Discover the soul of Madrid” and, at the same time, celebrate the modern times we live in, guided by innovation. “Corner Screens” is our answer to the challenge of ingeniously integrating technology into the retail space and creating a deep connection between the brand and the consumer, right from the moment of launch on the market. We are proud of this fusion of traditional and digital and we will not stop here. We can’t wait to present the Madrí Excepcional brand to Romanian consumers in memorable formats and on the occasion of the next campaigns,” said Dragoș Bocai, General Manager of Mediascope.

“With each Madrí Excepcional activation, we want to bring a part of the story of this vibrant brand to Romanian consumers. We use innovation to bring the brand story to life directly on the shelf. The word “exceptional” guides all our implementations in 2025: we will leverage technology, disruptive design and retail insights to deliver memorable experiences that express the innovative spirit and unique personality of Madrí Excepcional,” said Anca Cojocaru, Brand Manager of Madrí Excepcional.

Madrí Excepcional is available in multiple formats (330 ml, 500 ml bottle, 500 ml aluminum can, draft and 5+1 promo packs), offering retailers an opportunity for growth and consumers an original affordable premium alternative.

Mediascope’s innovative #madetobeseen implementation formats aimed to:

• Deliver an immersive brand experience in retail: Consumers can explore the Madrí Excepcional story through a digital interface integrated into the physical space.

• Increased interaction: “Corner Screens” provide added interactivity and connect the audience with the vibrant spirit of Madrid, fostering brand engagement.

• Adaptability and real-time data: Digital solutions integrated into theatricalizations and POSMs allow for the evaluation of campaign effectiveness through data collection, immediate feedback and rapid adjustments based on audience preferences.

The beer brand successfully debuted on the British market in 2020, quickly reaching the top of consumer preferences and being awarded international awards for quality.