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30 July 2013

Campari

Campari is a dark red-coloured apertivo, introduced in Italy in the 1860s by Gaspare Campari. A bitter, which is obtained from the infusion of herbs and fruit (including chinotto and cascarilla) in alcohol and water. In 1904, Campari's first production plant was opened in Sesto San Giovanni, near Milan, Italy. Under the direction of Davide Campari, Gaspare's son, the company began to export the beverage, first to Nice in the heart of the French Riviera, then overseas. Visual representation has been the cornerstone of brand Campari since the late 1880s. In the 1920s, a French postcard campaign with stars of the French silent cinema linked Campari to Paris. Recently Campari had print and television collaborations with film stars like Salma Hayek, Jessica Alba and Benicio del Toro.

Gaby Morlay, publicity for Campari
Gaby Morlay. French postcard. Photo G.L. Manuel Frères. Caption: "L'esprit léger, le coeur content, Campari donne du montant." (The spirit is light, the heart is satisfied, Campari gives the amount.)

Gabriel Signoret, Campari
Gabriel Signoret. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "One ne connait vraiment Paris que lorsqu'on boit un Campari." (One only really knows Paris when drinking a Campari).

Dranem
Dranem. French postcard. Photo Studio G.L. Manuel Frères. Caption: "Quand Paris est la ville lumière, Campari est le Roi des Amers." (If Paris is the City of Light, Campari is the King of Bitters.)

Dolly Davis, publicity for Campari
Dolly Davis. French postcard. Photo: Studio Lorelle. Caption: "Si Paris vous attire, Campari vous retient." (If Paris attracts you, Campari holds you back.)

André Roanne. publicity for Campari
André Roanne. French postcard. Photo: Studio Lorelle. Caption: "Qui dit Campari, dit appétit!" (Who says Campari, says appetite!)

Marie Glory, publicity for Campari
Marie Glory. French postcard. Photo: Studio Lorelle. Caption: "J'aimais un Campari... plusieurs!" (I would like 'Campari'... several!)

Victor Boucher
Victor Boucher. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "Un homme averti qui boit du Campari en vaut trois!!!" (An informed man drinking Campari is worth three!!!)

Victor Francen
Victor Francen. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "Buvez du 'Campari', si vous êtes morose! Vous verrez aussitôt la vie en rose!" (Drink 'Campari', if you are depressed! You immediately see life in pink!)

Jules Berry, publicity for Campari
Jules Berry. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "Ma concierge ne sait pas où je suis... je bois du Campari à Paris, à l'étranger, au cercle. Je n'ai plus un moment pour rentrer chez moi." (My concierge does not know where I am ... I drink Campari in Paris, abroad, at the club. I do not have time to go home anymore.)

Jeanne Helbling, publicity for Campari
Jeanne Helbling. French postcard for Campari. Photo: Studio Lorelle. Caption: "Un Campari, c'est un peu de Paris." (A Campari is like a bit of Paris).

Falconetti
Maria Falconetti. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "Á Campari le délicieux aperitif" (To Campari, the delicious aperitif).

Mona Goya
Mona Goya. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "J'ai deux amours Paris et Campari." (I have two loves, Paris and Campari.)

Pauley ad for Campari
Pauley. French postcard for Campari. Photo: Studio Lorelle. Caption: "Dès que je bois du Campari, Oh! mes amis, quel appetit!" (Ever since I drink Campari, oh my friends, what an appetite!).

Vera Sergine
Vera Sergine. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "Campari! Le seul que je boive!" (Campari! The only one I drink!)

Vera Sergine
Vera Sergine. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "Campari! Le seul que je boive!" (Campari! The only one I drink!)

Maud Loty promoting Campari
Maud Loty. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "A midi la vie en rose dans un verre de Campari." (At noon, 'la vie en rose' in a glass of Campari.)

Maud Loty promoting Campari
Maud Loty. French postcard. Photo: Studio G.L. Manuel Frères. Caption: "A midi la vie en rose dans un verre de Campari." (At noon, 'la vie en rose' in a glass of Campari.)

Maurice Chevalier promoting Campari
Maurice Chevalier. French postcard. Photo: G.L. Manuel Frères. Caption: "L'appetit vient en buvant, quand on boit du Campari." (When drinking Campari, the appetite comes.)

Maurice Chevalier
Maurice Chevalier. French postcard. Photo: G.L. Manuel Frères. Caption: "L'appetit vient en buvant, quand on boit du Campari." (When drinking Campari, the appetite comes.)

Georges Milton pub Campari
Georges Milton. French postcard. Photo: Studio Lorelle. Caption: "Au travers d'un Campari, Tout est gai, tout est joli." (With a Campari, all is gay, all is nice).

Marcelle Chantal, publicity for Campari
Marcelle Chantal. French postcard. Photo: Studio Lorelle. Caption: "Paris sans Campari, n'est pas Paris." (Paris without Campari isn't Paris.)

Sources: Tonique and Wikipedia.

2 comments:

Bunched Undies said...

Wonderful series and thanks for the caption translations. It's good to know Miss Falconetti lightened up from time to time :)

Ingeborg said...

This is cool!