Pouring it On

Rathje Chadwick & Co. is breaking two new ads for R. Torre & Co., maker of Torani Italian syrups.
The ads resemble vintage European poster art and suggest the South San Francisco company’s syrups add a special flavor to beverages.
One ad targets coffee retailers, and is running in Fresh Cup, Gourmet Retailer and Specialty Coffee Retailer. It depicts a customer reacting to a mocha beverage made with Torani. In rich coffee and chocolate tones, the stylized face of the man beams while his mustache and mouth subtly spell “Wow.”
“The challenge was to communicate the style and originality of Torani without losing sight of the rich chocolate taste customers expect from a mocha,” says George Chadwick, partner and creative director at the San Francisco agency.