A BRIEF HISTORY OF FERNET BRANCA

We’d like to honor one of the favourite cocktails of the Argentineans. Everyone in Argentina has tried –at least once- a ‘Fernet con Coca’ (which means ‘Fernet and Cola’). Some like it strong, others prefer it softer; but it’s a fact that most people who like to drink alcohol, like to drink Fernet. 

This famous drink is great because it combines two ingredients: Fernet and Cola (duh!): the first one is very bitter and it’s balanced with the sweetness of cola. So, if you are someone who likes bitter drinks, you can prepare it with more Fernet than cola (or even just Fernet with soda water); if you like sweet drinks, you can prepare it with more cola and you’ll be drinking a smooth drink with a trace of a bitter taste. 

Its popularity never stops growing, especially among teenagers and young adults. 

But… where did it all start? 

Fernet is an Italian type of amaro with a bitter aromatic spirit. Fernet’s smell is described as ‘black licorice-flavored Listerine’. It’s very popular in Argentina, where production is around 25 million liters: 30% is sold in Buenos Aires and its capital city; 30% is sold in Córdoba and the rest around the country. 

Fernet can be mixed into different cocktails. It can replace bitters in recipes, for instance: the Fanciulli cocktail is a Manhattan with Fernet instead of Angostura bitters. 

It was made in Milan, Italy, by Bernardino Branca. It was mainly for medical use, but people used to drink it. He realized that he could earn more money by selling it as an alcoholic drink (this is similar to the Coke-Cola story: it was first sold as medicine and then as a regular drink. Maybe that’s the reason why they are so good together). 

This year marked the 170th anniversary of Fernet Branca’s first appearance. We are all familiarized with its symbol.

However, do you know how that famous image was born?

An eagle holds a bottle of Fernet Branca while flying around the world. The logo –which over the years became the symbol of the company- has an important source: the author is Leopoldo Metlicovitz, born in Tiesta in 1868. He is a reference for many young artists like Marcelo Dudovich. 

After a few years of use, the official logo was inscribed in the Ministry of National Economy of Italy, in 1905. 

Although in Argentina is the most famous drink, lots of celebrities have claimed to like it:

Angel Cabrera (a golf player) says he loves it. In the movie ‘The Dark Knight Rises’, you can see Alfred (Bruce Wayne’s assistant) order a Fernet in a bar. This is also done by Hugh Laurie in the series ‘A bit of Fry and Laurie’. 

Fernet is considered the drink of friendship (right after beer). In Argentina, you don’t go to a friend’s house and drink a gin-tonic with friends. You drink Fernet (or a beer, of course). 

Fernet and Cola is the drink that Argentineans choose to share with friends and loved ones. That’s why it means a lot for us; because Fernet is like a symbol that reminds us a lot of cool experiences that we had together. 

Cheers!! 

Brian Ferrari, Facundo Silva, Gabriel Maiolo and Ignacio Morales- 5th year

A BRIEF HISTORY OF FANTA

How many times did you have to choose between soft drinks? Coke-Cola? Pepsi? Fanta? Sprite? Seven-Up? 

One would think that most of the people choose Coke-Cola or Pepsi over the rest of the options. But many of us prefer buying Fanta...Have you ever asked yourself when did it all begin? When was Fanta born? How did it get to us?

We decided to do a little research...and this is what we came up with.

Fanta originated as a result of difficulties importing Coca-Cola syrup into Germany during World War II due to a trade seizure. To circumvent this, Max Keith, the head of Coca-Cola Deutschland (Coca-Cola GmbH) during the Second World War, decided to create a new product for the German market, using only ingredients available in Germany at the time, including whey and pomace – the 'leftovers of leftovers', as Keith later recalled. 

The name was the result of a brief brainstorming session, which started with Keith's exhorting his team to 'use their imagination' (Fantasie in German), to which one of his salesmen, Joe Knipp, immediately retorted 'Fanta'. 

The plant was effectively cut off from Coca-Cola headquarters during the war. After the war, the Coca-Cola Corporation regained control of the plant, formula and the trademarks to the new Fanta product—as well as the plant profits made during the war. 

Fanta was discontinued when the parent company was reunited with the German branch. Following the launch of several drinks by the Pepsi corporation in the 1950s, Coca-Cola competed by relaunching Fanta in 1955. The drink was heavily marketed in Europe, Asia, Africa and South America –including Argentina-. 

But... how did it get so famous? 

Fanta is known for its upbeat advertising; in the United States, it showcases The Fantanas, a casted group of young female models, each of whom promotes an individual Fanta flavor. For the re-introduction of Fanta in the United States, Coca-Cola worked with the ad agency Ogilvy (NYC) in 2001. 

After a brainstorming session, the Ogilvy creative team of Andrea Scaglione, Andrew Ladden and Bill Davaris, created the tagline 'Wanta Fanta!' which became the jingle for the Fantanas in the broadcast campaign. The campaign lasted from summer 2001, in the form of a successful trial run, to October 1, 2006. Three years later, in June 2009, Fanta re-launched the campaign. They also held a talent search to find the pineapple Fantana, and, in September selected Shakira Barrera to become the fourth Fantana. After Barrera won the contest, she spent a year at her post, with the latter six months as an actual Fantana called Lilly.

In our country, the advertising of Fanta was –and is- always pushing boundaries and is directed to a young audience.

We managed to pick only three of the most representative T.V. commercials.

Enjoy!

Hey, Fanta! (1982)

Tomás Fanta, estás bambucha (2006) 

Vuelve 'Baila Fanta' (2015) 

Santiago Isola, Ara Fermadjián, Mariano Dib and Julián Lovito Guevara - 4th Year