Here at Savoir FAire it is all about finding your own style and not following the masses. It is all about being individual , however this is not to say you have to be ridiculous. There is a very fine line between the two.
Now Cinzano has been part of the bon vivant's way of life for decades. We are all familiar with the aperatif that appears in neon signs and billboards all over Europe. So when thay came out with and advertising campaign promoting individuality, savoir faire is right there!