On May 15 Madrid celebrates the San Isidro partiesin honor of San Isidro, patron of the city. And it has the support of the supermarket chain Day and the beer brand Mahou, that have made their sponsorship an opportunity to link the culture and economy of the capital and connect with consumers.

One day in the meadow with Mahou

Mahou, whose first factory was opened on Amaniel Street in 1890, has taken the opportunity to strengthen in its origins, and is doing it with a marketing and advertising strategy with special guidance to the brand construction, and that implies actions that cover both product and communication and the exploitation of their sponsorship agreements.

Last April he announced the launch of a Special Edition of Mahou five stars in tribute to Madrid. For the second consecutive occasion, the brand has transformed its logo to reflect the name of the city, and the red emblem that accompanies it has given its place to the image of a carnation, one of the symbols of the holiday.

The edition has been launched in bottles of 33 and 20 centiliters, and is available in hospitality establishments in the Community of Madrid, and also for limited time in the feeding channel.

The initiative continues to link the brand with the city, the popular roots and the essence of the traditional tradition. “Mahou not only celebrates San Isidro, but reaffirms his commitment to his city of origin, sharing with Madrid his pride, his character and his way of living: authentic, close and with a five -star flavor”, He said in a statement.

The company promotes this version of its beer showing the narrow and historic link that keeps sport, specifically with football. Has launched, in collaboration with LaLiga, A piece that has the presence of leading players and players from the five great Madrid clubs: Real Madrid, Atlético de Madrid, CD Leganés, Getafe CF, and Rayo Vallecano.
It also has the presence of Daniel Carvajal, Real Madrid player, who will be a preacher of the San Isidro festivities.

Likewise, as he did last year with the artists and groups of the APPORTATION, GINEBRAS AND SIDECARS, Mahou has once again created his particular version of the emblematic chotis “Madrid”, originally composed of Agustín Lara. On this occasion, the brand has had the La Love You, Marlena and Pignoise bands.

The brand has also advanced that it will be present with content, experiences and activations in emblematic places such as the meadow or slaughterhouse.

Day proposes interactive experiences

For its part, the supermarket chain Day He also hopes to convert the festivities of the capital at a time to gain notoriety and consideration. For this, it has developed a strategy, which is articulated under the LEMA “Long live the day of San Isidro!” with focus on the generation of experiences and the value of your commercial proposal.

Thus, during the next few days, the company will install Two stands in key locations during the celebration of the parties: in the traditional Pradera de San Isidro (from May 9 to 15) and in Matadero de Madrid (May 14 and 15). In them users can enjoy Games and activities.

Specifically, they can participate in dynamics such as the roulette of luck or coupons cabin, access home merchandising exclusive designed for the occasion, such as glasses, fans, keychains or backpacks. Day will also distribute Discount coupons and awards direct in the form of balance to redeem in your stores or through your application. “No one will go empty: just to approach, all visitors will receive a promotional coupon with a direct prize in the app”; Says the company in a statement.

Beyond promotional activations, day also seeks to capitalize on the values ​​and the perception of the cultural proposal of the celebrations. Thus, it will name one of the scenarios that will host musical performances and perfomances for all types of audiences, with “Family scenario day”.

“With this initiative, day not only accompanies Madrid in one of their most emblematic parties, but reaffirms their commitment to closeness, celebration and tradition, values ​​that are part of their DNA for more than 40 years”, They say from the company.

The poster of the San Isidro party

As sponsoring brands of the San Isidro festivities, both Mahou and Dia have a presence in the official program of the programming, as well as in The poster created to publicize the activities that have been raised for the occasion. This year’s image, which for days can be seen both in external advertising graphs and in digital channels, is the work of the Madrid artist Javier Navarrete, known as the boy calls.

Portrays Verbena environments with a style modern and colorful, betting on the Enlightenment. It presents people from different generations, dressed in the typical suits of Chulapa and Chulapo, while they dance, walk or enjoy regular products, such as donuts.
It has four versions, with different scenarios: the San Isidro meadow, the Plaza Mayor, Matadero Madrid and the Jardines de las Vistillas.

The poster has intended combine tradition and modernity, Reflecting both the Castian customs and the current way of life, with winks to the commitment to sustainability. “It is a trip that values ​​our most traditional costumbrismo at the same time that embraces new codes and realities through a succession of small moments with family, friends and pets. An invitation to cats and not so cats to take a carnation and enjoy Madrid together”, Commented Javier Navarrete, in a statement from the City Council.