The 1956-57 two-year period marks a turning point in product innovation, production mix and sales. The famous Thermoplan® base is introduced which will be used until the 2000s. Tinplate is discontinued, with total conversion to stainless steel. Massimo Lagostina, understanding the importance of opening new markets, enters countries from Central Europe to Greece, to Venezuela, with Canada and Israel to open in the following decade. Advertising investments intensify, and the slogan “Più sapore in metà tempo” ("More flavour in half the time") launches a revolutionary product for the coming years and the company's future: the pressure cooker. But the advertisement that was to become a mainstay in Italian memory was the one created by Osvaldo Cavandoli in 1969. A funny, dissatisfied, grumpy "Little Man" was to become the star of one of the most beloved TV ads ever: The Line.
The first pressure cooker models on the market from 1960.
Inside the new Crockery Facility, from 1964.
Inside the new Crockery Facility, from 1964.
Stages of the production process for the first Thermoplan base applied with the Alfin method - 1956
Emblematic picture of the first scrapping campaign for aluminium pots and pans, taken in the courtyard of the Caudano shop in Turin.
Advertising on La Stampa 13 November 1955 about the scrapping campaign for aluminium pots and pans.
Publicity for the Morini firm in Arezzo on the emblematic first scrapping campaign for aluminium pots and pans.
Inner pages from the brochure 'La pubblicità Lagostina vi aiuta a vendere' ('Lagostina advertising helps you sell'), where the company introduces an overview of the forms of advertising used at the end of the Fifties.
Some stills from a Sixties TV ad, showing how the pressure cooker is used in the kitchen.
Moon Line advertisement, with the slogan 'Una pentola Lagostina si fa pubblicità da sola, basta guardarla. ('A Lagostina saucepan advertises itself, all you need to do is look at it'). (1967).
Technical drawing of the axonometric cutaway of a pressure cooker, designed for the foreign market and called High Equipment because it is fitted with special valve and grille. 1965
Rovetta automatic stamping line, installed in 1972.
Applying the heat distribution base by brazing
Brochure for Oneida cutlery from US production and distributed in Italy and in Europe by Lagostina on an exclusive basis.
Information material on the Thermoplan range - the fire test.
An ad proving the usefulness of the pressure cooker at high altitudes.
1967 brochure. Advertising campaign in France
Mission
The Italian pleasure of fine cooking needs to be shared by everyone. An opportunity to spend time with friends and family and to meet new people. We can do that, building upon our tradition and continuing to believe in the quality, innovation and craftsmanship of our products.
