Grappa Bocchino: SEMPRE PIÙ IN ALTO
Summary
This episode recounts the incredible true story of Mike Buongiorno, the iconic Italian Grappa Bocchino spokesperson. In 1976, while filming a commercial on the Matterhorn, Buongiorno was trapped by a sudden storm for three hours before being rescued by helicopter. Despite the danger, he continued filming extreme sports ads on other peaks, turning a near-disaster into one of Italy’s most memorable marketing campaigns.
Topics discussed
Introduction: When advertising exceeds fantasy
Mike Buongiorno: The daredevil grappa mascot
The plan: Filming on the Matterhorn peak
Stranded in a blizzard and rescued by helicopter
Continuing the madness: Monte Rosa and Blanc
Legacy of the campaign and podcast outro
Ad: Eva Longoria business advice hotline
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