The history of Campari

by lucanakin

Campari is an alcoholic aperitivo born in 1860, obtained from the infusion of herbs and fruit in alcohol and water. It is a bitter characterized by its dark red color, is often used in cocktails served with soda, water or wine.

Several artists worked to represent Campari, such as the painter and poster artist, Marcello Dudovich and the engraver, illustrator and set designer Adolfo Magrini.

Campari soda entered the market with its single-serve bottle designed Depero in 1930: it was the very first pre-mixed drink marketed worldwide.

In the 1950’s some artists illustrated Campari’s energy in posters inspired by the world of sports.

The 1960’s marked a significant turning point for the communication strategy of the Campari brand, with a new graphic approach and the production of the manifesto ‘Declinazione grafica del nome Campari’ for the opening of the first subway line of Milan.

Milton Glaser was one of the designers of the 1980’s advertising posters.

The painter Ugo Nespolo, in 1990, made a billboard and a commercial for the Soccer World Cup hosted in Italy. The advertisements were specially created for both the television and the print advertising campaigns, focusing on the four fundamental values of the brand: passion, internationalism, uniqueness and prestige.

The 2010 is the 150th anniversary, of the brand, celebrated with a gallery with the most significant art works of Campari’s history.