|Bialetti logo 1953|
by Paul Campani
Name: "Bialetti Moka Express"
Subcategory: Coffee makers
Inventor: Alfonso Bialetti
Producer: Bialetti (founded by Alfonso Bialetti in 1919)
Production start: 1933 - Crusinallo (Omegna), Piedmont, Italy
Omegna, Jan. 1, 1888 –
Zagarolo, Dec. 31, 1970,
the engineer who invented
the Bialetti Moka Express
Price: In 1955 the Bialetti Moka Express 3-Cup cost 1,100 ITL
Features: The boiler is filled with water almost up to the safety release valve and the funnel-shaped metal filter is inserted. Finely-ground coffee is added to the filter as shown below. Then the upper part (which has a second metal filter at the bottom) is tightly screwed onto the base. The pot is placed on a suitable heat source, the water is brought to its boiling point, and thereby steam is created in the boiler. A gasket ensures a tightly closed unit and allows for pressure to safely build up in the lower section, where a safety valve provides a necessary release in case this pressure should get too high (with clean filters, that should not happen). The steam eventually reaches a high enough pressure to gradually force the surrounding boiling water up the funnel through the coffee powder and into the upper chamber, where the coffee is collected.
Interesting facts: Bialetti's brand awareness was consolidated thanks to the significant advertising investments in Carosello - the advertising slot on early Italian TV - and communication focused on the image of the "Little man with a moustache" - created in the 1950s by Paul Campani - that became its symbol and is still part of the Group’s trademark and on its products to this day. The mascot is a caricature of Alfonso's son, Renato Bialetti (1923-2016).
Slogan (1950s): «Eh sì, sì, sì... sembra facile fare un buon caffè!» - "Oh yes, yes, yes... it seems easy to make a good cup of coffee!"
Property: © Bialetti Industrie S.p.A.
Producer website: http://www.bialetti.com
Bialetti Moka Express, the first model (1933)
Bialetti Moka Express, the first design revision (1950)
Bialetti Moka Express advertising (1955): "Per tutti anche per la massaia - Per tutti anche per il nonno" (For all even for the housewife - For all even for Grandpa)
Bialetti Moka Express, the mascot by Paolo "Paul" Campani is a caricature of Alfonso's son Renato Bialetti (Omegna, Feb. 2, 1923 – Ascona, Feb. 11, 2016)
Bialetti Moka Express celebrates its 80th Anniversary (1933-2013) with a special exhibition in Milan.