Caps, sweatshirts, magnets, mugs, headphones, toys… There are many products available in the Madrid Metro Store that allow citizens to show off the visual identity of the capital’s transportation. Now they will also be able to taste it thanks to the collaboration established with the La Pajarita candy store, which takes the form of a limited edition of candies.
The initiative, which was launched on October 17 coinciding with the celebration of the 107th anniversary of the inauguration of the suburban, unites two historic and emblematic brands of Madrid. That is why their union is based on the distinctive elements of both and transfers them to two cans of sweets conceived both as consumer products and as commemorative objects.
The collaboration has two cans: one with flavored bow ties and another with traditional violets
The collection is made up of two cans whose formats, contents and available quantities incorporate references to the city and allusions to the history of the brands. The first has a rhomboidal shape and contains candy bowties of twelve flavors and colors, associated with the twelve lines of the metro network. 1,919 units are sold, a figure that refers to the year in which the suburban began operating, at a price of 16.90 euros each.
The second, round in format, includes the traditional Madrid violets. Of this edition, 1,852 units have been put on sale, in reference to the year La Pajarita was founded, at a price of 14.90 euros. However, a batch has been created that includes both cans, and can be obtained for 29.90 euros.
The two special editions will be available in the Metro de Madrid online store and at the points of sale at the Ópera, Sol and Plaza de Castilla stations. They can also be purchased at the La Pajarita establishments on Villanueva and Marqués Viudo de Pontejos streets.
The initiative was presented at the Ópera station, in an event led by Jorge Rodrigo, Minister of Housing, Transport and Infrastructure of the Community of Madrid, together with the owners of La Pajarita. During the presentation, sweets were also distributed among travelers.
In addition, the collaboration has also been made known through social networks, where the candy store has shared a video in which it expands on the details of the initiative. Among other things, he shares that the manufacturing process of his candies continues to be artisanal or that new flavors have been developed together with Metro de Madrid, something that has not happened since 1977.
Original publication by Metro de Madrid on Instagram.
“Madrid has two ways of getting around: through its streets and along its lines. Since 1852, La Pajarita has been in one. Since 1919, the Madrid Metro has laid out the other. This October, the two intersect“, the brand commented on its social networks when sharing photographs of the candies.
The alliance offers both brands an opportunity to value this heritage shared with the city. For La Pajarita, it means associating its products with another of the great symbols of Madrid; for Metro, expand its presence as a brand beyond transportation through a product linked to local memory and traditions.
However, this is not the first collaboration between Metro de Madrid and a company in the food sector. Late last year, Transport teamed up with Chocolatería San Ginés to launch a special batch of products created to celebrate 100 years of the Ópera station. It included two commemorative cups, a churrera, and two packages of what is already one of the most iconic chocolates in Madrid.
Original publication by Metro de Madrid on Instagram.
The collaboration with La Pajarita is part of Metro de Madrid’s strategy for its Store, for which at the beginning of this year it launched a framework agreement for the hiring of a marketing agency, with an estimated value of the contract amounting to 2.8 million euros (VAT not included) for the two years of the agreement. Talentum was awarded the tender last May.
