The 1960s – the boom years – Italy and Italians are rediscovering, amongst many other things lost during the war, the cinema and cinema advertising. The adverts created by Snaidero at the time provide a marvellous glimpse into that moment in Italian history. The advertising from that time is positively upbeat, full of good taste and good humour. Some Snaidero adverts from those years are true masterpieces of popular culture, filled with an unparalleled level of vivaciousness and vigour.
The advertising material presented by the Company during the 1970s marks the great success of advertising campaigns centred on the value of absolute quality. Quality that can be seen, experienced, and above all touched. The company claim of the time went "Please, touch them!", referring to the kitchens; it became a very effective and widely used catchphrase in those years.
The 1980s were characterised by Snaidero's decision to adopt an advertising campaign that fully reflected the reality of choosing a kitchen for your home. A truly ironic and original idea, the cutting-edge format of Nanny Loy's “Candid Camera” was thus brought into people's homes. Almost completely unknown at the time in Italy, it was based on the extremely successful American format of filming ordinary people without their knowledge going about their daily lives and then presenting them with surreal situations created by professional actors. The great Italian director was exceptionally talented in orchestrating and filming paradoxical situations that were able to communicate the values of Snaidero's products effectively, entertainingly and - very often - irreverently.
The 1990s marked a very clear change in Italian society and Italian lifestyles. In the midst of these changing customs, the media became ever more present and ever-increasingly able to penetrate the collective imagination. It managed to create an influential position for itself from which it could even guide the Public's purchasing decisions. Snaidero's adverts from that time fully reflect the changed role of advertising and its increased social influence.
For example, the advert for “Ola” – the first kitchen designed by Pininfarina for the Company – plays on the image created by a sinuous line and flame red colour, which is then seductively underlined by the caress of a woman's gloved hand. The woman, in a clever play of fades and music, is then revealed to be "driving" a kitchen as if it were a sports car going at full speed. The wind ruffles her hair and her silk scarf flaps around her, until the end of the race, which she seems to have won. The message is clear: “Ola” is the kitchen for those that can and want to dare.
During the 2000s, the now globalised world underwent a true revolution: both technological and conceptual. The pervasive spread of the Web and social media, followed by smart phones and tablets, had an enormous effect on peoples' lifestyles. The paradigms of contemporary advertising also underwent a huge change. It ceased to be asymmetrical and self-referencing and rapidly became symmetrical and relational. Snaidero, once again, was first in line to interpret these epochal and fundamental changes with its typical conviction and enthusiasm. The Company's extended and comprehensive advertising infrastructure on the web was at the cutting edge, both in terms of technology and platform, as well as in terms of advertising models and User relations. It was also one of the first Italian companies to invest in the creation of direct channels of communication with Users. This was achieved by both the effective and professional management of the Company's official profiles on social media sites, as well as by the creation of a cutting edge and efficient web portal aimed at pre and post-sales customer care. This is how the Company's overall web advertising infrastructure became - and still remains - a model and point of reference for many other manufacturing companies, also in other sectors.
Snaidero's desire to interpret the new times and changed social demands is perceptible also in its ability to interpret the Public's renewed sensitivity towards quality and personal well-being. Making its founding values clearly evident, the Company's current advertising campaigns are inspired by new technological possibilities in a completely neo-humanistic spirit - also authentically "Made in Italy" - with a narrative aimed at placing the User at the centre of the brand and product experience. This is part of a historic return to the foundations of the Company's relationship with its actual and potential Public.
The Company's other advertising campaigns are also moving in this direction, including the first advert for the “Skyline” kitchen, followed by that for “Orange”. Both these adverts reinterpret the themes of trust in relationships, family warmth and material quality. They do this however with an updated perception of the social context, using a very ironic tone and very emotional content. To be close to people once again: to their needs and dreams.