The luxury chewing gum manufacturer, Paul Stiven, came up with the brand after Berlusconi harked back to his more successful years in politics with the relaunch in September of Forza Italia, the party he founded in 1994 that later evolved into the People of Freedom (PdL) party. At the time Berlusconi joked he was thinking of renaming the party Forza Gnocca, which translates as "Go Pussy".
The name on the tin sits alongside the slogan, "the moment, the tendency, the gossip. Paul Stiven for President". The tin is also adorned with the colours of the flag specifically chosen by Berlusconi for his party's logo.
The gum is being sold for €4.50 by Caffe Doria on via della Gatta, just a few metres away from Berlusconi's home at palazzo Grazioli.
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