Campari was created in 1860 by Gaspare Campari in Novara, Italy. Bitter Uso Olanda, as Campari was initially called, was the result of Gaspare’s experiments concocting new beverages. The real change was having a bitter before lunch, not after. Campari soon became a popular liqueur and on January 7, 1880, the first Campari advertisement appeared in “Corriere della Sera”, Italy’s most important daily newspaper at that time. In 1904, Campari’s first production plant was opened in Sesto San Giovanni, near Milan, Italy and required bars that bought Campari to display the Campari Bitters sign. In the early nineties, Campari launched its first advertising project: a calendar featuring artwork by figurative artist Cesare Tallone.

Known for his portraits, he painted a beautiful, alluring woman representing Campari for the calendar. To this day, Campari still produce their now iconic calendars. Advertising through media was also a forerunner, including Dudovich’s famous red poster portraying two lovers passionately kissing in a private room, as well as Leonetto Cappiello creating the famous Spiritello sprite wrapped in an orange peel, an image that people still remember. In the 1930’s, Campari Soda made its debut with a single-serve bottle designed by Depero, becoming the first pre-mixed drink sold worldwide.