In Turin, if you ask someone if they have any “cicles,” you’re not likely to get a positive response unless you’re in Piedmont. This term, used exclusively in Turin to refer to chewing gum, has an interesting origin story dating back to World War II.
When American troops arrived in Italy during the war, they distributed chocolate and chewing gum to the war-weary population. The chewing gum they handed out was often of the brand “Chiclets,” produced by Mondelez International. Unlike in other parts of Italy, where the product might have been referred to as simply chewing gum, in Piedmont, people started calling it “cicles” after the brand name, and the term stuck.
The American Chicle Company, founded by Thomas Adams, began distributing Chiclets in the United States in 1900. They promoted the product with a campaign that claimed Chiclets were “the chewing gum found in all languages.” Little did they know that almost 150 years later, their Chiclets would still be on the tongues of the people of Piedmont, albeit in a different form – as the unique term “cicles” for chewing gum.
So, next time you’re in Turin, don’t be surprised if you hear someone asking for “cicles.” It’s just one of the many charming quirks of this historic city.
