THE BACI PERUGINA ARE 90 YEARS OLD - KITCHEN

Ninety years of kisses

One of the most famous chocolates in Italy, closely linked to the period of Valentine's Day, turns 90. We are talking about the Bacio Perugina, which entered the homes of Italians in the now distant 1922, created by the hands of Luisa Spagnoli (known more for the line of clothing than for the creation of kisses) and initially called "punch", it was then renamed Bacio by Giovanni Buitoni, who considered it nicer that a customer asked for the latter rather than the first.

It was in the 1930s that Federico Seneca, artistic director of Perugina at that time, introduced "cartouches", with the aim of adding a message to the pleasure of chocolate, gianduia, chopped hazelnuts and whole hazelnuts. affection, warmth and love.

Thus it was that Bacio Perugina became a real messenger of love, also thanks to the very first testimonials such as Rudolph Valentino, Clark Gable, Frank Sinatra and Vittorio Gassman. Over the years, the bond between Baci Perugina and love did nothing but increase: in the 1970s, in fact, they were linked to Love Story, an iconic film of the time, thanks to a special package accompanied by a book and the film's soundtrack.

© Perugina But the brand has never "sat on its laurels" and with the passage of time and with the changing fashions and trends, it began to transform itself to be able to attract a wider audience: in fact, in the 1980s, the famous tube, which teenagers fall in love with, also thanks to the advertising with the slogan "Tubiamo ...?" which will become, for a period, synonymous with liking each other in the colloquial language of adolescents.

© Perugina Even today, in 2012, the Perugia-based company is immediately associated with its Baci and San Valentino. There are also many collaborations and initiatives aimed at involving consumers in the first person: an example was the launch of the "Progetto Piacere d" Author ", which asked all the romantics of Italy to create a phrase of love to be inserted as a scroll in the chocolates, but also" Baci senza Frontiere "which, in 2010, brought together in the squares of Milan and Naples lovers in a challenge to the last kiss.

In short, a bit like for lovers, kisses will never go out of fashion and will always remain the symbol of love par excellence.