Latest / 70 80 / SETTANTAxOTTANTA: Anni 70-80. Campari Soda un gusto che non finisce mai. La bottiglietta diffonde la tradizione dell’aperitivo

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SETTANTAxOTTANTA: Anni 70-80. Campari Soda un gusto che non finisce mai. La bottiglietta diffonde la tradizione dell’aperitivo · 70 80

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  to 70x80, the section of 7080 .it that deepens
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  the topics discussed on the portal. I'm with
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  the journalist Enzo Mauri, who introduces today's
• 1:18
  topic. Good morning, today I'm talking to you
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  about a drink, a tradition started from the Lombard
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  capital, which in the years has also extended
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  to the outside, that of the aperitif. The Camparisoda
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  for 90 years has become the emblem thanks to
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  the taste and the unmistakable bottle. The idea
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  that in the second half of the 19th century the
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  entrepreneur Gaspare Campari was simple and at
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  the same time brilliant, serving in his bar located
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  in Milan, between Piazza Duomo and Galleria Vittorio
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  Emanuele II, the elixir of his invention, the
• 1:48
  Campari Bitter, before lunch, not after. The
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  Campari Soda arrived in 1932, the famous elixir
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  was added to the soda component, that is, very
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  effervescent gassed water, giving life to the
• 2:00
  drink at a low alcohol content, ready for use,
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  still famous today. Having the bottle of Campari
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  Campari Soda means touching a piece of revolutionary
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  history, almost like the content. He was lucky,
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  however, to conceive a flacon as it was defined
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  at the time, which according to the dictates
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  of the second Futurism, of which the painter,
• 2:18
  designer and respondent distinguished himself
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  from all the others. Thanks to the practical
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  bottle with the calyx upside down and the crown
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  cap, Campari Soda became the drink to be taken
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  away for antonomasia. Just like the container,
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  it upside down in fact the concept of aperitif,
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  since it no longer provided the presence of a
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  bar. being the ingredients already perfectly
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  dosed. At the signal of transparency, the bottle
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  of Campari Soda remained unchanged for years
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  and sold without label. The only one to stand
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  out is the red color of the drink that becomes
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  an integral part of the promotion. Advertising
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  became fundamental for the success of Campari
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  Soda. Inspired by Futurism, which overlooked
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  the traditional artistic canons, advertising
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  aimed to influence the perceptual and visual
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  capacity of the consumer. Over the years, the
• 3:18
  advertising of Campari Soda, from the graphic
• 3:20
  to the television of Carosello, after references
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  to current events such as the Space Race, has
• 3:25
  focused on the concepts of relax and free time.
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  Celebrate the slogans, moments that deserve and
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  a taste that never ends. Grazie a Denzo Mauri
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