Swim as fast as you can for 150 meters in the bitter cold waters of the Naviglio canal: that’s your goal if you decide to participate to the Cimento Invernale, a swimming event launched in January 1895, which has greatly contributed to the growth of the sport’s popularity in Milan in the early 20th century.

And one might wonder: what does Dompé farmaceutici have to do with this race? Well, besides being a passionate sportsman and an innovative pharmaceutical entrepreneur, the founder of the company Franco Dompé is also an original advertiser. In 1949, his 9-year-old business sponsors in fact the 55° Edition of the Cimento Invernale.

Cimento Invernale - articolo BDI

During the sporting event, the company warms up the swimmers by offering them some Guaiacalcium at the end of their race. This cough syrup will shortly after become the company’s flagship product. And we can’t help but ask ourselves: has maybe the Cimento Invernale played some kind of role in the success of the product?