The taste for Campari has been cultivated not solely by sipping but through a century's worth of savvy advertising. From its early days, the brand has understood the power of marketing to entice; one of Gaspare Campari's early sales strategies involved allowing rival bar owners in northern Italy and southern France to buy and sell the liqueur if they agreed to display Campari ads in their establishments. Over the years, Gruppo Campari, the company that Gaspare Campari founded in 1860, has engaged noteworthy Italian artists like filmmaker Federico Fellini and modern-art great Bruno Munari to create commercials and print advertisements for the brand. The sensuality of the artwork, often featuring images of beautiful women (frequently liplocked with their lovers), is noteworthy; it's perhaps best represented by the 1920 "Red Passion" ad campaign, a concept by poster artist Marcello Dudovich. The company's masterwork, depicting a woman in a long dress being seduced by a man inches away from her lips in pink-tinged black and white, set the standard for the romance-themed campaigns that continue to this day.