Abstract: A New Brand for a New Consumer: The Success of Campari between the Nineteenth and the Twentieth Century

Valerio Varini

Abstract

This study aims to analyze the success of one of the most interesting companies in Italy: Campari. This brand became not only a business success but also a cultural symbol of the industrial revolution in Italy. This study traces the main stages of this development, from its origin in the middle of the nineteenth century, to the full success at beginning of the 1930s. It starts describing the activity of the founder (Gaspare Campari) and his original idea to open a café in Milan and to produce new alcoholic beverages like "Bitter." The passage from father to son and above all Davide's entrepreneurial leadership transformed the café into an industrial activity. The innovative use of advertising brought Campari international success, and this forced the company to defend its brand with a specific trademark policy. The cost of this success was the diffusion of counterfeit goods and the subsequent battle to contain this unfair competition. At the end, this study presents data concerning production, turnover, cost of advertising, and profits during the 1920s and 1930s.