Moplen, Bramieri and the Carosello: Industrial Marketing was born in the 1950s.

At the end of the Second World War the Italian industrial fabric was practically destroyed, due to intense bombing and the civil war that had been fought until liberation.

The pressing need, in the following years for the Italian government, was to restart the reconstruction of the cities that had suffered extensive damage and put industry back on track, in so as to be able to meet the needs of citizens.

There was widespread poverty, high unemployment and a great dependence on the part of the allies, led by the United States, which by launching the Marshall plan, conveying in Italy a large amount of money and basic necessities.

The 50s of the last century saw the effort of everyone to alleviate the suffering of the population that came out of a terrible war, schools, roads, factories, an attempt was made to improve the yield of agriculture, aimed at greater food self-sufficiency.

Over the years it was possible to set the world of work in motion with the consequence that, towards the end of the decade, the standard of living of families began slowly increasing.

The factories in the north attracted many workers who emigrated from the south, and this was a driving force for construction that created new housing, expanding the cities and giving a benefit to all related industries.

The times were ripe to equip Italian homes with new products necessary for a more moderate life, in fact, television was born a few years ago, refrigerators, washing machines and many other household products.

An immense market, which needed everything, where companies were concerned with producing, introducing new products and selling.

Here was born a great opportunity for companies, which was represented by the television spots of the new state television, which advertise the products within the Carosello program, increasingly seen by the population, by virtue of the increase in sales of televisions.

What is the best way to get people to buy innovative products performed by famous people and appreciated by the public.

A powerful combination was the launch of plastic products made with polypropylene, called Moplen, which through the sketches of Gino Bramieri, famous actor and comedian, convinced the people to adopt home products made with Moplen.

Colanders, buckets, jars, bowls, tubs, toys, washing equipment and many other products were no longer made of metal or wood, heavy and unpleasant to the sight, but through a raw material that had many colors, it was durable and indestructible.

The Italian genius, Giulio Natta, received in 1963, for the creation of polypropylene, as everyone knows, the Nobel Prize for chemistry, and Italy was the ideal country for the confirmation of this development.

Perhaps, for the first time, the marketing activities that have allowed such a wide spread of plastic products have been a driving force for other manufacturing companies that they used the new dissemination tools, in an increasingly studied and effective way.

Advertising messages, at the beginning, were a cross between a theatrical activity and a promotional one, in a soft way, which involved the people who watched in a fun and carefree way.

Bramieri was a colossus in this sense, as he made witty duets, sometimes dressed as a woman, as if it were a comic comedy, to then show the advantages of plastic products inside the house.

Automatic translation. We apologize for any inaccuracies. Original article in Italian.