Sometimes all that is needed for a successful advertisement is nothing more than the authenticity of the message that gets across to the potential customers and consumers of the product. As, that is, it happened exactly in the case of “MISKO“, with the famous and known to generations and generations of Greeks, Akakios.
Today “MISKO” belongs to the giant “Barilla“, an Italian company whose name is synonymous with pasta internationally. In Greece, however, spaghetti for decades “is MISKO”, as their slogans used to say!
Its foundation is placed in time in 1927 in Piraeusas a simple workshop and was the result of the partnership of the Michaelidis and Konstantini families. The 1991 finally passed into the hands of the Italians, while it is worth noting that in 2000 the company inaugurated a new production unit in Viotia, which was the third largest of its kind in Europe. Indicative of how much we love pasta in this place. Almost as much as the famous for the corresponding passion our neighbors.
However, this was not the first time that “MISKO” changed ownership… The Second World War led it to bankruptcy and the situation changed thanks to the entrepreneurial spirit of an Epirotian, of Lefteris Mandzikas who had worked for many years as an artergatis and along the way founded the pasta company “RECORD».
With his ally Emmanouil Papanastasiou, they proceeded to unite the craft industry with the “Triumph” of the Theodorakis family based in Athens and the company “S.A. Papachrysanthou and Kaberou» based in Patras. Then paying the sum of 10,000 drachmasbought the commercial use of the -then- “MISKO” and ton October 1953 with this name, the company we know today was created in 1953. From there, success did not take long to come.
It also belongs to the Gianniotis businessman the authorship of the idea for the famous advertisement with the monk and the donkey and its variations that we have seen over time. Lefteris Mantzikas was in a monastery at Meteora and saw with his own eyes the scene which was later transferred to television.
A monk was riding his donkey to go shopping for the monastery and the abbot shouted to him from afar the legendary “Akakie, the spaghetti should be MIXED” the “Akakie, is spaghetti MIXO?» with the saying being established forever in the minds of consumers!