Candy Group communications run on tune with the development and growth of the company, showing also the economic, cultural, and social transformation of Italy and Europe.

Women have always been the centre of attention in advertising. In the Forties, they were presented as freed from the chores of washing clothes: they were the icons of the aspiration for more time for themselves and their families, within the quest for better living.

Photos from the Forties and Fifties show women perfectly dressed, sort of top models in a transition time. The message is aspirational, because appliances are still out of the reach of most people.

Later, with the first automatic washing machines, refrigerators, and cookers, Candy focuses on the day-to-day reality of women and families: appliances are now delivering improved performances, and become like trusty friends.