Baci® Perugina®'s history is long and full of curious and fascinating anecdotes. Discover all about the origin of Baci® Perugina®, the evolution of the love note and advertising communication that has allowed Baci® to become a true icon.
Luisa Spagnoli, kneads the hazelnut grains, a residue of many processes, adding a whole hazelnut and covering it with the unmistakable Luisa® dark chocolate. She calls it "Cazzotto" as the shape resembles a “punch”.
Despite Luisa Spagnoli's excellent intuition, Giovanni Buitoni is doubtful. How can a customer enter a store and ask, perhaps to a pretty saleswoman, "Per favore, un cazzotto?" (Can I have a “punch” chocolate please?). So, she decides to call it “Baci®” for which a new look is needed. The silver-coloured wrapping with the blue writing and the love note are the work of the Art Director of Perugina, Federico Seneca designs the packaging with the two lovers inspired by Hayez's painting "Il bacio".
The success of Baci® Perugina® is overwhelming thanks to its unique recipe, the romantic surprise of the love note and the silver paper that embellishes the chocolate.
The advertising of 1927 states: "In just 5 years Perugina factory has distributed one hundred million Baci® chocolates and continues, with enthusiasm, to this day”.
The success of Baci® Perugina® lands overseas and breaks the hearts of Americans. In 1939 Perugina factory opens its first store in the United States of America, in New York, on the prestigious and elegant Fifth Avenue where Baci® Perugina® became a star.
The elegant silver Baci® Perugina® wrapper is enriched with blue stars, already an integral part of the love note, since 1940, are placed next to the logo.
Next to the classic Baci® Perugina® boxes comes the new tube pack. Fun and innovative, the Tube stimulates the birth of a new language for young people who will give a burst of joy to the historic brand which has now entered everyone’s hearts.
During Eurochocolate, the biggest chocolate festival held every year in Perugia, the biggest Baci® Perugina® chocolate is made, to enter the Guinness Book of Records: 2.15m high, 7.26m wide and weighing 5,980Kg. A chocolate heart that requires the commitment of a 1,000 hours of processing by the Perugina pastry team.
Baci® Perugina® changes clothes and is dressed in a pure white chocolate that covers the soft heart of hazelnut and hazelnut grains. The result is an unexpected contrast of colours and flavours, yet a perfectly harmonious and balanced taste. The wrapper is blue and studded with white stars to foresee a delicate and unique taste experience.
For delicate taste experience comes Baci® Perugina® Milk. A small masterpiece with a soft inner core made from hazelnut grains and cocoa and a whole, crunchy hazelnut covered with velvety milk chocolate. The wrapper, blue and studded with silver stars, hides the iconic message of affection that has always helped to spark emotion.
For lovers of dark chocolate, Baci® Perugina® creates a refined variant. The soft inner enriched with cocoa bean grains and hazelnut grains and the whole crunchy hazelnut. The 70% dark chocolate double coating gives a moment of pure and intense pleasure. The wrapper, black as the dark chocolate, is illuminated by many gold stars.
It is the year of great news at Baci® Perugina® which updates its look by changing the logo and more.
A trail of golden and white stars dominate the Perugina® logo.
Even the packs are redesigned to highlight the taste and the unique quality of the whole range even more; Luisa® dark chocolate, Extra Dark 70%, Milk and White, with its new ivory-colored wrapping, best describe the experience they promise to make, but nothing in the recipe and taste has changed compared to their origins.
The love notes inserted in the first Baci® Perugina® chocolates were Perugina’s Art Director, Francesco Seneca, and Giovanni Buitoni, one of the company's four founders, idea. The idea, according to the legend, comes from the habit of Buitoni and Luisa Spagnoli, clandestine lovers, who exchange love messages hidden in chocolates.
Seneca and Buitoni are the writers of the first notes who do not always choose romantic phrases. The first, "Meglio un bacio oggi che una gallina domani" (Better a kiss today than a hen tomorrow) which is signed by "Seneca" as a joke, as his name is the same as a Latin philosopher’s name, which created a great confusion among the consumers.
Other love note are "Se puoi baciar la padrona, non baciar la serva” (If you can kiss the mistress, do not kiss the servant) or "Un bacio senza barba è una zuppa senza sale” (A beardless kiss is a soup without salt).
In a very short time, Baci® Perugina® love notes are already a cult object, to the point that one of the first Italian prizes competitions is held. Designed to amuse the collectors of the first hour and to stimulate new ones, the mechanism is very simple: the phrase of the note is divided into two different rounds, the first refers to the second. In order to complete the whole sentence, the contestant must try to find the love note, exchanging them with other enthusiasts.
Federico Seneca is always working to translate a sentence by Cyrano de Bergerac that will remain in the history of the love notes as one of the most iconic of Baci® Perugina®.
The original phrase "Un point rose qu'on met sur i i verbe aimer", literally untranslatable in Italian, is translated with the now famous: "E che cos'è un Bacio? Un apostrofo rosa fra le parole t'amo" (And what is a kiss? A pink apostrophe between the word t'amo.)
The popularity of Baci® Perugina® is such that it crosses Italian borders and reaches the whole world. The love notes are translated into Arabic.
The international success gives a new look to the love note: this is how the famous stars which flank the Baci® Perugina® logo came about. The love notes become the colour that from here on will be a symbol of sweetness and feelings: Baci® blue.
It is the year of changes for the love notes. Both the couple and the stars are removed. The graphics are simplified revealing a very minimal aesthetic taste still with the iconic Baci® blue.
In the 60s Baci® love notes are already translated into three languages. After Italian, French and English arrive to enter the hearts of the citizens of the nascent European Community. In the same years, the stars come back to the design of the love notes.
In the 70s the love notes are rejuvenated thanks to the appearance of the graphics. From floral art nouveau to oriental influences, enclosed by the famous Hokusai Great Wave.
Baci® Perugina® joins the great love poets throughout history to create love notes that contain timeless words to describe timeless feelings. The love phrases become of the highest quality, like the Baci® chocolate.
Baci® Perugina® grows internationally and the love notes are translated into 5 different languages to describe what each of us feels in our hearts. After English and French, the love notes now speak Spanish and Portuguese.
The Baci® chocolates are so popular that to become accessible to lovers all over the world that speak Chinese.
To celebrate the 90th birthday of Baci® Perugina®, the chocolates are wrapped with a vintage love note: the romance of the 1920s becomes the protagonist of a special collection dedicated to the celebration.
The Baci® Perugina® bookcase becomes huge! In 2013 there are a total of 390 phrases and words of affirmation all different ready to wrap a Baci®.
For the first time, Baci® Perugina® allows all lovers to speak. The cards become customizable with the dedications of people who want to express their feelings through a romantic gesture like giving a Baci®.
To celebrate universal love and to support Data4Life, Baci® Perugina® launches a very special limited edition.
Famous musicians and actors start to play a modern cupid and make the phrases of the love notes using their lyrics or quotes.
Born in 1922, Baci® Perugina® became famous so quickly that in 1925, thanks to the talent of Federico Seneca, the first stamp of the Kingdom of Italy was created using a chocolate advert.
The success of Baci® Perugina® is overwhelming. Among the first Baci® Perugina® advertisements, that of 1927 reads as follows: "In just 5 years Perugina has distributed one hundred million Baci® chocolates and continues to this day".
"Wherever there is love there is a Baci® Perugina®", says the 1956 advertising that suggests to lovers to combine spring flowers with Baci® Perugina® that "allow us to offer a class gift that is always appreciated".
Baci® Perugina® is the first brand in the Italian market to promote new "celebrations" such as Mother's Day. Gifting Baci® Perugina® becomes the best way to tell the most special woman how much you love her by offering her sweetness and poetry.
Baci® Perugina® consolidates its role as a romantic messenger of love by becoming the gift of lovers in love. Baci® Perugina® is the sweetest way to say "I love you" thanks to its love note, the double covering of Luisa® chocolate that coats a crunchy whole hazelnut and a soft hazelnut grains and cocoa inner.
Baci® Perugina® reaches Italian TV. In the television adverts for “Carosello” the likes of Vittorio Gassman and Frank Sinatra were chosen to star in it. The voices and Baci® Perugina® have international success in common. In the chocolate boxes, you can find discount vouchers to purchase of the singers' records.
"The most romantic contest in the world" is that lovers who buy Baci® Perugina® can win a romantic cruise for two people and enjoy a dream trip.
The new advertising reads "Baci® chocolates are words" and they are used to make people fall in love, to declare their affection, to apologise and make peace. The image that accompanies the new Baci® Perugina® campaign are a pair of lovers on Mongerbino Bridge, a natural stone arch located in Bagheria near Palermo, which becomes a place of love par excellence.
The launch of the famous tube pack represents a significant change in the communication of Baci® Perugina®. The magical and poignant atmospheres give way to a choral advertising that, inspired by the packaging, has the strength to create a new language. "Tubare" becomes synonymous and results in a lot of word play such as “Impara il linguaggio dei tubi! Così gli altri non ci capiranno un tubo!” (Learn the language of the tubes so others will not understand a tube!)
After the great success of the Tube, the vivacity of the 80s involves Baci® Perugina® more and more. In the new campaign, Baci® Perugina® continues to address young people choosing an atmosphere full of joy, like the song that accompanies the advertisement. Share Baci® Perugina® because everything is covered by the classic stars on the blue background.
Baci® Perugina® helps to make new friends and change the atmosphere. The advertisement in 1989 narrates all the messages that can be conveyed with a simple gesture. The important thing is to externalize your love and to demonstrate it in every way to the exclaimation “Diamoci un mondo di Baci®” ("Let's make a Baci® world").
Baci® Perugina® is the warm and welcoming house of affection that awaits us after a long journey or after being distant. The message “A casa aspettano Baci®” (At home waiting for Baci®) suggests celebrating the joy of returning home, for an explosion of emotions and memories with Baci® Perugina®.
On the 8th April 1997 the passengers of the Alitalia AZ610 flight from Rome to New York entered the history along with the jumbo 747. The joint campaign between Alitalia and Baci® Perugina® transforms the aircraft into a huge Baci® tube with a blue background, bands of silver stars on the sides and a huge chocolate on the cockpit. There is no shortage of stars and the words "Baci dall'Italia. Baci da Alitalia". It took 2,000 hours of work by 30 technicians to paint this special aircraft in just 9 days.
Baci® Perugina® goes online, which in a few years brings together more than 400,000 members. Even in the internet age the success of Baci® Perugina® has no boundaries and the community of romantics is greater than ever.
The "Piacere D'Autore" project allows Baci® Perugina® enthusiasts to write their own love notes. Judge of the initiative Federico Moccia, the italian idol writer of the younger generations, selects 15 sentences of over 40,000 entries. The dedications of love are inserted in the Baci® Perugina® love notes in December 2010.
Baci® Perugina®'s Facebook page reaches 1 million fans in January. It is an important number that deserves a video to show gratitude especially dedicated to those who love, those who love each other for a day or always, but also to all those who are still looking for love.
Baci® Perugina® celebrates Valentine's Day with a romantic reinterpretation of the 80s tube. The tube takes the shape of a heart and quickly wins many fans' hearts.
The exclusive shop is open, which makes it possible to transform every person in love to create their own love notes. From the website, you can create personalized messages for a really special gift box to give to those who love each other.
Baci® Perugina® sparks emotions with an advert directed by the great director Gabriele Salvatores. The Christmas atmosphere in the family turns into a great emotion for adults and children, all animated by the desire to give, share and be together.