?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 1,200 - $ 1,800
FRANZ MARANGOLO (1912-1995) CAMPARI SODA. 1968. 54 3/4x39 1/4 inches, 139 1/4x99 3/4 cm. IGAP, Milan. Condition A. Campari was founded around the growing demand for Italian aperitif in the late 19th century, and has remained a cornerstone of the liquor market through the present day. Campari Soda, the world's first pre-mixed drink on the market in 1932, successfully adapted their product, packaging and advertising, to accommodate changing tastes. The bottle, designed by Fortunato Depero, adopted a unique oblong shape, which was iconic by the time Marangolo depicts it here. One of several posters he was commissioned to create for the company, Marangolo chose the shapes and colors currently in vogue to playfully create this long-legged visual pun: "For your thirst, Campari Soda runs with the time!" Utilizing the fashion and typography of the day to maintain the inviting allure of the red drink, right down to the winged eyeliner under the bottle cap, this poster shows just how far Campari was willing to run to keep up with the times and their market.
