Pirelli Celebrates 150 Years with Event, Ad Campaign, More

Feb. 1, 2022

Pirelli & Cie SpA will mark its 150th year in business with a new ad campaign, an immersive new website, product launches and more.

Pirelli recently held a 150th anniversary event in Milan, Italy, during which Marco Tronchetti Provera, the firm’s executive vice president and CEO, and others “recounted Pirelli’s journey,” according to Pirelli officials.

“We felt it important to share this story with our city, our country and all the international groups and communities that we work with every day,” said Provera, who also thanked “all the 30,000 people who every day at Pirelli build our history.”

Pirelli was founded in 1872 by Giovanni Battista Pirelli, “who at only 23 years of age bet on something absolutely new - rubber,” say Pirelli officials. (Pirelli started as a telegraph and cable insulator producer.)

To mark its 150th anniversary, the company has launched a re-interpretation of its “Power is nothing without control” ad campaign and has created a new website that “allows one to ‘travel’ inside the world of Pirelli” via a three-dimensional environment, with four “virtual rooms” dedicated to product and research/development, sustainability, “sport” and art/culture.

Pirelli officials also revealed that Italy’s Ministry of the Economy and Finance will feature Pirelli in a new postage stamp collection and a set of “three celebratory coins.”