by Abellio

Milan, April 24 2018

When I first lived in Italy, in 1980, a wonderful ad campaign was launched for the Italian mineral water Ferrarelle. This poster greeted us all over Milan:

To understand the joke, readers must understand that “liscia” has a double meaning in Italian: flat, as in water, but also straight, as in hair. Thus, through the medium of Mona Lisa’s hair-do, passers-by were invited to decide if they preferred her hair straight, frizzy, or just slightly curled as in the original painting. By inference, it was being suggested that mineral waters such as Ferrarelle with modest amounts of gas were surely better than those which were either flat or strongly carbonated.

After the success of this ad campaign, Ferrarelle introduced another, based this time on a second great Italian icon, Garibaldi.

In this case, we were asked if we preferred the Hero of Two Worlds smooth-chinned, bushy-bearded, or with the sensible beard and mustache which he had in real life. And again, it was suggested that a mineral water like Ferrarelle with modest amounts of sparkle was surely preferable to its competitors with either no or too much sparkle.

I believe Ferrarelle followed up these very successful ads with a couple more in the same series, although at that point my wife and I left Italy for some eight years and so we never experienced them.

Cleverness aside, these ads spoke to a profound truth: that mineral water, like most things in life, should follow Aristotle’s rule of the Golden Mean. It should be neither flat nor highly carbonated but just somewhat effervescent. Like that, the sparkle enhances taste without giving the unpleasant, almost painful, prickles of tongue and mouth which come from strong carbonation.

This was brought home to me again a few days ago when our daughter took us to an Ethiopian restaurant in LA (Ethiopian food being an eminent subject for a post, but not this time). We were served a mineral water whose name I will not utter (although I will give a hint: two words make up the name, the first starts with an S, the second with a P) and which seems to have a monopoly on sparkling mineral waters in American restaurants. There was nothing for it but to dilute the mineral water with flat water to arrive at the correct levels of carbonation, an experience which is becoming distressingly common for us.

In our lives, my wife and I have come across only one other mineral water with the right level of sparkle: the French mineral water Badoit. Since I celebrated Ferrarelle with some ads, I will do the same with Badoit:

These too focus around a play on words, although somewhat more difficult to explain in English. Nevertheless, I will endeavour to do so. There is a French expression “et patati et patata” which can be roughly translated “etc., etc.” or “and so on and so forth”. The ads take this phrase and modify it to “et badadi et badadoit”. Cute, but not as clever as the Ferrarelle ads.

I’m sure there are other mineral waters out there with only mild levels of carbonation. We just haven’t come across them yet. Feedback from readers on this point will be gratefully received (but please do not tell us about that dreadful, but dreadfully popular, French mineral water whose levels of carbonation are so high that I cannot even bear to pronounce its name although I will say that it begins with a P). In the meantime, we will continue to mix our waters in those restaurants we frequent which offer us neither Ferrarelle nor Badoit.