In the heyday of the counterculture, a poster advertising PARMALAT products was an unlikely symbol of Brazilian glamour. Created in the 1970s by the Italian design firm Argeomark, this iconic ad for Emerson Fittipaldi, one of racing's most charismatic drivers at the time, would have been plastered on billboards and magazine covers.
The poster itself is a simple yet striking image featuring Fittipaldi wearing PARMALAT glasses and holding an American football. The colors are bold and vibrant, with crisp white backgrounds and deep reds that evoke a sense of fun and excitement. The tagline "Feel the Power" is emblazoned across the top in a large, easy-to-read font.
The design was likely intended to appeal to a broad audience, particularly young people who were drawn to Fittipaldi's daredevil racing persona. PARMALAT products, including their famous glass bottles and glasses frames, seemed to embody the carefree spirit of the era. Today, this retro poster is highly collectible among enthusiasts of 1970s design and sports memorabilia.
