Cedral Tassoni, an all-Italian company founded in 1793 in Salò, is the symbol of timeless quality thanks to a controlled supply chain, the ability to look to the future while valuing the past, and impeccable taste.

HISTORY

Combine the shores of Lake Garda, the tradition of distilling hydroalcoholic infusions made from cedar, an Apothecaries Laboratory, respect for raw materials, foresight, and a name that even today, after two centuries of history, delights the palates of true connoisseurs. Asregistered in “The Book of Taxes and Liberal and Mechanical Arts of the esteemed Township of Salò” (from 1748 onwards) among the apothecaries and artisans in town appeared Giovanniand Antonio Bondoni, sons of Domenico, who owned a house with shop in Salò, later inherited in 1786 by their grand-daughter Bona Bondoni, Lelio Barbaleni’s wife.

The Apothecary’s shop was acknowledged as a Pharmacy in 1793 and would remain in the property of Lelio Barbaleni until the early 19th century, later it was passed onto his sonGiovanni Barbaleni and around the 1850’s it was inherited by his two grand-daughters Lucia and Carolina Barbaleni.

Through a judicial petition and decree approved on 12th November 1859, the property was passed on to Antonio Barbieri and later, in 1868, to Bartolomeo Castelli and the nobleman Nicola Tassoni, son of Lodovico. In 1884, Paolo Amadei purchased the Pharmacy and decided to give it an industrial spur: he separated the distillery from the Pharmacy, thus giving life to“Cedral Tassoni”, destined to become a dynamic company, aware of the versatility offered bythe citron fruit and of which the Acqua di Tutto Cedro is the forbear.

According to historians, starting from the 18th century a few apothecaries (pharmacists) on the Riviera of Lake Garda dedicated themselves to improving the appreciated qualities of the citron fruit. Through a skilled distillation of hydro-alcoholic infusions – obtained from the peel of the fruit – they derived the alkoholates at the basis of the recipe for the Acqua di Tutto Cedro, a citron cordial with moderate alcoholic content.

The Historical Origins of the Tassoni Pharmacy

As registered in “The Book of Taxes and Liberal and Mechanical Arts of the esteemed Township of Salò” (from 1748 onwards) among the apothecaries and artisans in town appeared Giovanni and Antonio Bondoni, sons of Domenico, who owned a house with shop in Salò, later inherited in 1786 by their grand-daughter Bona Bondoni, Lelio Barbaleni’s wife. The Apothecary’s shopwas acknowledged as a Pharmacy in 1793 and would remain in the property of Lelio Barbaleni until the early 19th century, later it was passed onto his son Giovanni Barbaleni and around the1850’s it was inherited by his two grand-daughters Lucia and Carolina Barbaleni. Through a judicial petition and decree approved on 12th November 1859, the property was passed on to Antonio Barbieri and later, in 1868, to Bartolomeo Castelli and the nobleman Nicola Tassoni, son of Lodovico.

From Pharmacy to Pharmaceutical Plant

In 1884, Paolo Amadei purchased the Pharmacy and decided to give it an industrial spur: he separated the distillery from the Pharmacy, thus giving life to Cedral Tassoni, destined to become a dynamic company, aware of the versatility offered by the citron fruit and of which the Acqua di Tutto Cedro is the forbear.

A New Development: the Cedrata Tassoni Syrup

In 1921 the company entered a new expansion phase, when the management of the company was passed from Mr. Paolo Amadei to his son, Carlo, who created a new product, the Cedrata Tassoni, an incomparable syrup with an original flavor, which the public welcomed enthusiastically.

His great merit lies in his deep understanding of the basic requisites of successful modern industries: investing in commercials to make the name of the product popular. The wonderfulCedral Tassoni posters are classic images of the typical advertising style in the 20’s and 30’s.

1950’s: From Syrup to Soft drink

From the typical Cedrata Tassoni syrup, by adding water and soda, the Tassoni Soda is created. A sparkling and refreshing soft drink, to be enjoyed during every season of the year,defined as the “Cedrata in its ideal dose”.

Tradition Persists

In 1966 the daughter of Carlo Amadei, Ornella, inherited the company. The consumption levels of the Citron Syrup and Tassoni Soda are consolidated, and the company communication projects started exploiting new media solutions. In 2009, the company was inherited byOrnella’s daughter, Michela, who set up a project which envisages presenting the factory toexternal visitors, as well as the project, currently under-way, of expanding in the foreign market.

ADVERTISING

The history of Cedral Tassoni can also be told in terms of its approach to communications: from advertising posters from the early 20th century to Mina’s jingle in the 60s, ours is a unique heritage, evocative and rich in stimuli, which has made its way into the hearts of Italians, becoming part of the collective imagination, creating an emotional continuity with the consumer that lives beyond time. The company was established on the shores of Lake Garda, where the citron fruit and citrus fruits were grown. From these cultivations the company extracted aromas and flavors. The landscape of Lake Garda is often the backdrop ofposter advertisements from the beginning of the 20th century until the 1960’s. Citron liqueurbottles figured in the forefront, while terraced lemon groves and the rough green peel of the fruit appeared in the background. The Lake is also a co-star of many of the historicaltelevision commercials of ’73 and ’74 which involved the notorious Italian singer Mina as sponsor of the product, where her presence and her voice mingled sublimely with the images of renowned beauty offered by the landscape of Lake Garda.

The First Years and the Territory

The company was established on the shores of Lake Garda, where the citron fruit and citrus fruits were grown. From these cultivations the company extracted aromas and flavors. The landscape of Lake Garda is often the backdrop of poster advertisements from the beginning of the 20th century until the 1960’s. Citron liqueur bottles figured in the forefront, whileterraced lemon groves and the rough green peel of the fruit appeared in the background. The Lake is also a co-star of many of the historical television commercials of ’73 and ’74 whichinvolved the notorious Italian singer Mina as sponsor of the product, where her presence and her voice mingled sublimely with the images of renowned beauty offered by the landscape of Lake Garda.

The 1940’s: the beneficial properties of the citron fruit

Tassoni never misses out on the opportunity of highlighting the beneficial properties of the citron fruit as well as its own knowledge in the traditional pharmaceutical business. Newspaperadvertisement campaigns in the 40’s explained how Cedrata was a “wholesome and deliciousthirst-quencher” and also focused on its vitamin content, able to renew energy in athletes and children alike. The “Acqua di Tutto Cedro” is a “healthy habit”, a “delicious and beneficial” liqueur, soothing, tonic and with digestive properties. The “freshness in one’s face”, whichdepends on good digestion, accompanies the image of the Cedral Duplex, the excellent citron cordial.

Communication in the 1950’s

Times were changing quickly, so were communication means. During this period of great transformation, Tassoni was able to cross the the 20th century by following the country and the consumer closely. Communication in the first half of the 20th century mainly appeared onnewspapers. Poster advertising campaigns of the 20’s and 30’s were a jewel in the crown of the futurist style. In the 40’s the posters would be shifted from walls to newspapers and magazines.In the 50’s advertisement in Italy was divided between art andexperimentation. These were the years marking the birth of Tassoni Soda, the “Cedrata in its ideal dose”. To promote the new product a short advertising animation movie was produced –Bill the Gunslinger (Bill il Pistolero) – and was intended specifically for movie theaters. It was a funny story featuring animated puppets in a western-movie setting, and winner of the first prize of the Milan Fair in 1958.In this short-movie, ruthless Bill shoots all the bottles on theshelf of the bar, except for the unmistakable Cedrata bottle, which “must be drunk before it’s broken!” This moment represents the baptism of a product and a design, both considered to be part of the history of Made in Italy.The renown advertising campaign for Tassoni Soda in the50’s had a clear futurist style in which the bottle pointed directly to space, anticipating thetendency of the product of being visually captivating and which, freed from its usual context, aimed to amaze and communicate its message synthetically. “Bill the Gunslinger”, color animation movie, 1958

“For yourself and your friends”: the cheerfulness of the 60’s

The 60’s, years of the industrial boom, are characterized by advertising footage in which theperspective is predominantly joyous and playful. In 1962 the movie-theater commercial for Tassoni Soda inserts itself in this context by favoring lightness of spirit and cheerfulness, especially thanks to its repeated, catchy and easy-to-remember jingle and slogan: “Mummy,Daddy, drink with me!” The scene is set as a colorful swirl of children on merry-go-rounds, who stop playing only in order to taste a fresh Cedrata in the company of their parents. The sensations linked to the reception and the consumption of the Tassoni products are extremely accessible: they instinctively evoke summertime, sunshine, conviviality, homeliness, play-time and carefree relaxation. The products are enjoyed with family, among children at the park, at the bar, during breaks at work or at school, during sport-breaks, during the holidays, among fellow travelers or sport-team members. In 1967, the movie-theater commercial responds tothe need for a drink which is a “thirst-quencher in your home”. A cozy apartment in the city inwhich to take refuge from the heat and chaos, a domestic garden where children play with a sprinkler and where adults welcome friends and relatives for a relaxing afternoon together. Tassoni Soda movie-theater commercial, 1962

Carosello d’Oro – 1973 Gold Prize

“Carosello” was an Italian television advertising show, broadcast on RAI (Italian NationalTelevision) from 1957 to 1977. The series mainly showed short-sketched comedy films using live action, animation and puppetry. In 1973, Mrs. Ornella Amadei, owner of the Company, received from Mike Bongiorno – a famous Italian television host – the first prize “Carosello d’ Oro” for the advertising campaign “Celebrate Thirst”.

A taste for beauty: from Mauzan to Mina

Tassoni’s style has always been refined but at the same time accessible: from the label and bottle design, to the artwork of the historical futurist posters to which artist like Achille Mauzan have contributed. Mr. Mauzan was a decorative artist during the Art Deco period and was thecreator of the famous advertising poster depicting the badger in the 1920’s for Tassoni. Thispassion for style would experience a very special moment in the 70’s, thanks to the friendshipbetween Tassoni and Mina, an association which would mark the historical consolidation of the brand. Mina was the protagonist of several advertising clips in which she performed some of her greatest song-hits, among which “Grande, grande, grande”, “E penso a te”, “Non gioco più”, “E poi”, and “Fiorirosa, fiori di pesco”. In these clips, the singer is surrounded by waterlandscapes and light, she treads around the fountains of Villa d’ Este, she is touched by thereflections shimmering on the Lake, she walks across shaded gardens; she changes look and location, from a boat with orchestra, to the sunny alleys of Sirmione, as well as the Tassoni plant in Salò.

Incomparable Branding

“You shall avoid any falsification by demanding the Tassoni signature”: says the advertisement on “L’Illustrazione Italiana” – a famous Italian weekly magazine – in 1891. Tassoni presents itself through evident images of natural classicism. The brand has so deeply touched thecollective imagination and the consumers’ heart – as well as that of a nation – that it transcends fashions and trends. The television commercial for Cedrata Tassoni is a prime example of the above: it is broadcast regularly every summer, practically unchanged since 1982, thus representing one of the most long-lived clips in the Italian advertising history.

The history goes on….

Cedral Tassoni is continuously renewing the dialogue with its consumers; this kind of communication implies a particular friendship. A friendship with the many fans who on Facebook, and on many other social networks, exchange and share images, colors, recipes and impressions. An encounter which works as an aggregation of shared development and culture, which the Company continues to support and protect, sponsoring quality events, enhancing the terriotory and the authetic Made in Italy, also with prestigiuos partnership.

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