Cedral Tassoni History
Originally founded in 1793 as a spice store, Cedral Tassoni is an Italian company headquartered in Salò on the shores of Lake Garda in Brescia province, where the offices and production plant are still located. In 2018, the company celebrated its 225th anniversary of business activity, a most important and uncommon achievement. Run by the same family for four generations, down through the years the business has grown to become a well-known brand of great appeal, managing to win the long-lasting affection of Italian consumers and unaffected passing fads and trends. Today Tassoni, whose excellence is acknowledged worldwide, is known for being one of the few producers which constantly and attentively controls the entire supply chain, in order to guarantee the quality of the entire product lifecycle.
The particular characteristics of the Cedral Tassoni story constitute the essential elements underlying the creation of the successful products the brand distributes worldwide: the tradition of distilling hydroalcoholic infusions obtained from citrons, a preference for quality ingredients and a controlled supply chain for the production of the company’s own aromas, from fruit selection to the preparation of aromas and the bottling of the end product, with a foresight and a name which, even today, after two centuries of history, delights the palates of true gourmets with a flavour that never disappoints.
It emerges from the “Tax book of liberal and mechanical arts and crafts in the esteemed Municipality of Salò” (relating to 1748 and subsequent years) that the register of spice-makers/craftsmen included the names of Bondoni Giovanni and Antonio, sons of Domenico, who owned a house and shop in Salò, later to be inherited in 1786 by their granddaughter Bondoni Bona, wife of Barbaleni Lelio.
The Spice shop acquired the right to operate as a Chemist’s in 1793, and was still owned by Barbaleni Lelio in the early 1800s before it was taken over by his son, Barbaleni Giovanni, and subsequently by his granddaughters Lucia and Carolina Barbaleni in the 50’s. By “petition and judicial decree passed on 12.11.1859” the property was transferred to one Barbieri Antonio and subsequently, in 1868, to Castelli Bartolomeo and to Tassoni nobile Nicola, son of Ludovico.
From a Chemist’s shop to a Pharmaceutical plant
Paolo Amadei purchased the chemist’s shop in 1884 and decided to give it an industrial character: he separated the Distillery from the Pharmacy and, in doing so, breathed life and energy into Cedral Tassoni, destined to become a dynamic company mainly focused on all those solutions offered by the citron fruit, of which Acqua di Tutto Cedro was the first creation.
New growth: Cedrata Tassoni cordial
In 1921, Dr. Paolo Amadei’s son Carlo took over the business from his father and the company entered a new phase of expansion. Carlo Amadei created a new product, Cedrata Tassoni, an inimitable cordial with an original flavour that met with great success on the market. This was largely due to Carlo’s good grasp of the essentials of modern industry: that of publicising the product by investing in advertising. The fine posters advertising Cedral Tassoni represent the typical advertising tastes of the 20’s and 30’s. It was during these years that a new slogan was launched: “it tastes good and does you good”, destined to be used in the popular TV commercials featuring Mina.
from cordials to soft drinks
Tassoni Soda derives from the traditional cordial for serving with water and soda: a refreshing sparkling beverage, for drinking all through the year, whose advertising claim was “the Cedrata ready to serve in its ideal dose”.
The tradition continues
In 1966, Carlo Amadei left the business in the hands of his daughter Ornella. The sales of Sciroppo di Cedro and Tassoni Soda continued to grow and the communications strategy made good use of the new media. It was a period of great ferment: the company gave a new look to its communications with advertising in important newspapers and magazines, comprising the memorable TV appearances of Mina in the commercials of the 70’s. In 2009, daughter Michela took over the helm and implemented a new company course with the extension of the product portfolio, the targeting of new consumer categories, the promotion of a “mixing” concept applied to Tassoni products and the expansion of export sales. Under her management, Cedral Tassoni has penetrated new markets and distribution channels, while adding new products to its range, now subdivided into soft drinks, non-alcoholic cordials and spirits.
The new products
Since 2014, Tassoni has launched a number of new beverages on the market which have become bestsellers: Tonica Superfine Tassoni with the natural aroma of citron, followed by the Fiori e Frutti line. In 2019, the Fiori e Frutti line went ORGANIC and presented Tonica con i Limoni del Garda and Soda Water.
The story of Cedral Tassoni can also be written through its communications: from the billboards of the early 1900s to the jingle sung by Mina in the 70’s. They form a heritage that is unique, evocative and steeped in recollections, one that has won over the affection of the Italian people and has become part of the collective imagination, thus creating an emotional tie that resists the passing of time.
Early years and roots
The landscape of Lake Garda provides the scenario for many advertisements from the early 20th century until the 60’s, in which the bottles of citron spirits are shown against a backdrop of terraced lemon groves and their wrinkled green fruits. The lake also co-stars in many of the old commercials with Mina, those filmed in 1973 and 1974, and in which the singer’s voice accompanies the views of locations that are famous for their beauty.
The 40's: the heald benefits of citron
Tassoni never misses an opportunity to highlight the beneficial properties of citrons and the expertise underlying the company’s pharmaceutical tradition. The advertisements created for the press in the 40’s illustrate the virtues of Cedrata as a “complete and delicious thirst-quencher” and focus on its vitamin content, useful for boosting the energy of sports enthusiasts and children. Acqua di Tutto Cedro is “a healthy habit”, a “delicious and beneficial” liqueur with sedative, toning and digestive properties. A “fresh complexion”, which depends on a healthy digestion, accompanies the image of Cedral Duplex, the excellent citron cordial.
Communication in the 50's
The times we live in evolve rapidly, and so does the way in which we communicate. Tassoni has passed through the history of the 20th century, accompanying our country and its consumers in a process of profound transformation. In the first half of the twentieth century, communications were entirely played out on paper supports. The billboards of the 20’s and 30’s are masterpieces of Futurist art. In the 40’s, the posters were transferred from walls to the pages of magazines and periodicals. In the 50’s, Italian advertising was poised between art and experimentation. These were the years that witnessed the launch of Tassoni Soda, “the Cedrata ready to serve in the ideal dose”. To promote the new product, a short animated ad was specifically produced for showing in cinemas: Bill the gunman. This amusing story with animated puppets in a typical Western setting was awarded First Prize at the Trade Fair of Milan in 1958. Ruthless Bill shoots all the bottles off the bar shelf, except for the unmistakable bottle of Cedrata, accompanied by the slogan “first you drink it, then you smash it!”. It marked the launch of a product – and a design – which was to become part of the history of the Made in Italy cachet. Another exploit of the 50’s was the famous advertising campaign for Tassoni Soda which, in pure Futurist style, pointed the bottle towards outer space and anticipated the visual prominence of the product which, once freed from its context, strives to provoke amazement and achieve a synthesis of communication.
“Per voi e per gli amici": the lighthearted spirit of the 60's
The sixties, the years of Italy’s industrial boom, were characterized by commercials in which a spirit of fun and cheerfulness prevailed. The Tassoni Soda cinema film of 1962 was a perfect example of this trend, with the accent placed on light-heartedness and cheerfulness, but above all with an often repeated jingle and slogan that were immediate and catchy: “Mummy, Daddy, drink with me!”. A colourful whirl of merry-go-rounds and children, only pausing long enough to drink a cool Cedrata with their parents. The sensations associated with the enjoyment of company and the consumption of Tassoni products are extremely accessible: they immediately recall summer, sunshine, conviviality, home, play time and carefree relaxation. These products can be enjoyed at home with the family, among children in public parks, at the bar, among colleagues when taking a break from work or at school, in the intervals of a sports event, in holiday resorts, with travel companions or members of a team. In the cinema film of 1967, Tassoni responds to the Italians’ “desire for home”: a comfortable apartment in town in which to take shelter from the heat and confusion, a domestic garden where children play with a sprinkler and adults host friends and relatives for a relaxing afternoon spent in company.
Carosello d'oro - 1973 award
In 1973, Ornella Amadei, the company owner, went to San Remo to receive the “Carosello d’oro” award from Mike Bongiorno for the advertising campaign titled “Celebrate thirst”.
“Don’t settle for imitations, ask for Tassoni”: states an advert published on “L’illustrazione italiana” in 1891. Tassoni addresses the market with the confidence of being a natural classic: the brand is so deeply engrained in the collective imagination and the spirit of its consumers – and indeed that of the entire nation – that it is untouched by passing trends and ethereal fashions. The TV commercial for Cedrata Tassoni is emblematic: it has been regularly broadcast every summer, practically unchanged since 1982, and represents one of the best examples of longevity in the history of Italian advertising.
Image og Farmacia Tassoni in SalòEnd 1800
Production plant Cedral Tassoni - SalòBeginning of 1900
Italian General Exhibition
1898 Silver medal to Farmacia Tassoni
Universal Exhibition of Paris
1900 - Bronze medal to the production plant Farmaceutico Tassoni
Production plant Cedral Tassoni - Salò50's
Bottling line, Production plant Cedral Tassoni - Salò2013
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