L'Italo-Americano

THURSDAY, JULY 13, 2023 www.italoamericano.org 24 L'Italo-Americano T h e C a m p a r i Soda mini bot- tle, a single-serve aperitif that com- b i n e s C a m p a r i a n d s e l t z e r , w a s c r e a t e d by Fortunato Depero, one of the leading figures of the Futurist movement in early 20th-century Italy. Depero, a versatile artist dedicated to e x p e r i m e n t a t i o n a n d t h e fusion of craftsmanship and art, played a pivotal role in revolutionizing advertising. I n j u s t a f e w y e a r s , h e designed posters for major brands of the time, including Strega liqueur, Magnesia San Pellegrino, Società del Gas, and Biciclette Bianchi. Between 1926 and 1936, D e p e r o c o l l a b o r a t e d w i t h Campari, the Milanese bev- e r a g e c o m p a n y , i n i t i a l l y working on graphic design and installations. In 1932, the tradition of enjoying Campari with a splash of seltzer in a special cone-shaped glass, which enhanced its flavor and aromatic notes, was popular- ized at the Camparino bar in M i l a n . T h i s u n i q u e a n d r e f r e s h i n g c o m b i n a t i o n quickly gained favor among t h e I t a l i a n p o p u l a t i o n , a n d D a v i d e C a m p a r i , owner of the company, saw an opportunity to create a convenient and portable ver- sion of this beloved aperitif. T h i s i d e a l e d h i m t o s e e k Depero's help: the artist, with his avant-garde approach to art and design, was the per- f e c t c h o i c e t o c a p t u r e t h e essence of Campari Soda in a distinctive and eye-catching bottle. The result was the iconic b o t t l e w e k n o w t o d a y : inspired by the shape of an inverted cone, which resem- bled the calyx of the Campari Bitter itself, the bottle fea- t u r e d t h e C a m p a r i l o g o embossed on the glass, which ensured the uttermost trans- p a r e n c y t o s h o w c a s e t h e vibrant electric red color of the beverage. This design choice alluded to the explo- ration of synesthesia, a figure o f s p e e c h t h a t c o m b i n e s words from different sensory realms, which was highly val- u e d i n t h e c u l t u r e o f t h e 20th-century avant-gardes. The bottle was manufac- tured by Angelo Bordoni's g l a s s w o r k s f o l l o w i n g D e p e r o ' s i n s t r u c t i o n s : besides its aesthetic appeal, the bottle offered practical features such as improved g r i p , r e m i n i s c e n t o f a n orange peel—a prominent fla- vor note of the product—and visual representations of con- densation droplets. The collaboration between Depero and Campari extend- ed beyond the bottle's design. T h e i r j o i n t e f f o r t s a l s o encompassed advertising and m a r k e t i n g s t r a t e g i e s f o r Campari Soda. The fresh and light approach in the adver- tising campaigns aligned per- fectly with the simple yet curious design of the bottle, as well as the artistic style of its Futurist creator. Fortunato Depero's collab- oration with Campari and the creation of the Campari Soda bottle not only elevated the brand's visual identity but also encapsulated the spirit of the Futurist movement. The bottle became a symbol of aperitif culture, blending art, design, and aperitivo tradi- tions in a single iconic object. D u r i n g t h e 1 9 5 0 s a n d 1960s, a period marked by industrial development and economic boom, Campari S o d a ' s c o m m u n i c a t i o n a l i g n e d w i t h p r o m i n e n t artists of the time: while the edgy and artsy feel of the drink embodied by the com- pany's collaboration with Depero remained, Campari Soda also became the aperitif of Italian families, thanks to the masterful contributions of Cavalieri and Marangolo, who portrayed it as a light and sparkling drink perfect for outings. I n t h e 1 9 7 0 s , C a m p a r i Soda became a pop icon: it m a d e i t s f i r s t t e l e v i s i o n a p p e a r a n c e , w i t h N i n o Manfredi lending his face to i t s c o m m e r c i a l s i n 1 9 7 7 , and David Niven elevating it to the level of Hollywood's greatest stars in 1979, trans- forming it into a globally-rec- ognized celebrity. I n 1 9 9 0 , t h e " C a m p a r i Soda sì" campaign featured a very young Eva Herzigova as the testimonial, reaffirming the product as a very fashion- able aperitif. In the 2000s, important Italian and inter- national directors depicted the pleasure of being together in Campari Soda's advertise- ments. In 2008, artists and designers collaborated in the REDesign Campari Soda pro- ject, creating installations at t h e T r i e n n a l e d i Milano, while in 2012, on the occasion of Campari Soda's 80th anniversary, designer Matteo Ragni redesigned the bottle's appearance, its first freshening up since Depero's ingenious work. T o d a y ' s w o r d , rinomato (ree- n o h - m a - t o h ) encapsulates the e s s e n c e o f e l e - gance, respect, and high qual- ity. The English equivalents "renowned" or "well-known," only partially capture its full meaning. Rinomato is not just about fame or popularity, it's about a deep-seated respect and recognition of genuine talent or quality. This adjective finds its roots in the 17th century, and comes from the past par- ticiple of "rinomare," modeled on the French word renom- mé, meaning "famous" or "celebrated." However, in Italian, rinomato evolved to signify something or someone highly esteemed and recog- nized for their exceptional capabilities, merit, or produc- tion. For instance, if we refer to a scrittore rinomato, it means that writer is not just famous but also highly respected for their literary prowess and contribution to literature. S i m i l a r l y , a d i t t a rinomata refers to a company that is not just well-known but also esteemed for its pro- fessional competence and high-quality products or ser- vices. Rinomato is often used to describe products or estab- lishments that exude a sense of high-end elegance. For example, Parma è rinomata per i suoi formaggi translates to "Parma is renowned for its cheeses." Here, "rinomata" doesn't merely indicate that Parma's cheeses are famous, it conveys that they are of supe- r i o r q u a l i t y , e n j o y e d a n d respected by connoisseurs and casual consumers alike. Similarly, when we talk about i rinomati vini delle Langhe we are referring to the r e n o w n e d w i n e s o f t h e Langhe region. This phrase doesn't just mean these wines are well-known, rather, it sug- gests they are celebrated for their exceptional quality, a product of the region's rich t e r r o i r a n d c e n t u r i e s - o l d winemaking traditions. In the realm of individuals, a professionista rinomato or an artista rinomato is a pro- fessional or artist who is not just famous but also highly respected for their outstand- ing talent and contributions to their field. In conclusion, "rinomato" is a term that goes beyond mere fame or popularity: it is a badge of honor, signifying respect, elegance, and high quality. Piazza Duomo è un rino- mato ristorante di Alba P i a z z a D u o m o i s a renowned restaurant in Alba L'autore di quel quadro è un rinomato pittore francese The author of that painting is a renowned French painter LA VITA ITALIANA TRADITIONS HISTORY CULTURE Word of the day: rinomato - is always better than famous Italian curiosities: Who invented the iconic Campari Soda bottle? Photo: Dmytro Konstantynov/Dreamstime The iconic Campari Soda bottle (Photo: Rumata7/Dreamstime)

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