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.
The other ad, geared toward consumers and set to run in November and December issues of Food and Wine and Sunset, shows a stylized reindeer with a selection of beverages on its antlers. The slogan, “Flavor your holidays,” is combined with a dark blue winter-night background. –Christine Campbell