Brands making anniversary statements in 2023
By Felicia Nwosu
2023, for many consumers and brands is an iconic year as a number of key labels and brands have celebrated or will be celebrating milestone anniversaries of their existence as corporate entities. Given the peculiar business environment in Nigeria, it is no mean feat to have kept business up and afloat for decades.
Beyond rolling out the drums, this milestone afford such organisations the opportunity to take stock, reflect on event in the past years, to enable them plan on how to accelerate and propel further growth with a major landmark revamp for future records and statements.
In this special report, MARKETING EDGE took a look at some of the special major anniversaries that are significant and remarkable which the world of brands have marked or will be marking in 2023. This is because the brand-minded publication is very proud of the history and longevity of these brands whose collective strength has helped in propelling its business to where it is today. This is more apt as this brand-centric media organisation, is also celebrating its two decades of existence.
MARKETING EDGE
This foremost marketing and advertising magazine whose brand-centric journey began in 2003, will be rolling out the drum in celebrate two decades of promoting the brand idea come second week in September, 2023.
MARKETING EDGE has come a long way in its agenda-setting mission aimed at promoting the brand idea while expanding the frontiers of marketing and advertising knowledge.
Having passed through the furnace of refining for 20 years, the leading brand is today, poised to radically and strategically position for continued market leadership and dominance as an avant-garde marketing and advertising fore-runner.
Disney/Warner Bros
These two iconic studios have no doubt become legendary in the hearts of audiences across the globe with endless list of movies and entertainment. Disney and Warner Bros in their journey of immersive entertainment have continuously held audience bound with their fairytales and heroic movies set in iconic settings.
This year, these notable and a-must-go-to studios are celebrating their centenary year as they were both founded in 1923 and have continued to create and entertain millions of people all over the world for 100 years. It was established as the Disney Brothers Studio on Oct. 16, 1923, by brothers Walt and Roy O. Disney. Disney, the past 100 years have been filled with magic for the Walt Disney Company. Since its birth in 2023, The Walt Disney Company’s products and retail experiences span across its iconic portfolios of brands, such as Disney, Pixar, Marvel, Star Wars, ESPN, Twentieth Century and National Geographic, alongside ShopDisney and the Disney Parks. Disney will be celebrating their 100th anniversary, tagged: “100 Years of Wonder”, across every part of the company and has already guaranteed that there will be even more special surprises and news throughout the year.
Porsche
Porsche is created with the vision for sports, comfort and class. The history of the Porsche automobile brand began in 1948 with the Type 356, but the groundwork for the company was laid in the design office of Professor Ferdinand Porsche. The historic journey are written in two stages, that it began in the 20th century when Ferdinand Porsche, a young engineer at Lohner, completed the first model of his design, a front-wheel drive electric car that was presented at the Paris World’s Fair in 1900.
In celebration of 75 years of iconic automobile engineering, it sees the milestone event as a perfect opportunity to recall the past, to recall its fundamental values and to look forward to the future of the automobile giant. Porsche’s mark of excellence and ruggedness is the central value for consumers who cherish style made from innovative thinking. It possesses a symbol of sportiness, robustness, innovation, passion and dreams, Porsche has spanned the decades, creating some of the most desirable automobiles ever conceived.
Lamborghini
This auto brand that is synonymous with power, prestige, class, grandeur, luxury, comfort and elegance will be marking 60 years of sustained success and growth. The prestigious and high profile automobile was officially established in May 1963 in Sant’Agata Bolognese, Italy, and the same year debut its first car, the Lamborghini 350 GTV, a two-seater coupe with a V12 engine. The company’s logo featured a bull, a reference to Ferruccio Lamborghini’s zodiac sign, Taurus the bull. Ferruccio Lamborghini was already making tractors when in 1963 he decided to take on Ferrari by launching a car company, Automobili Lamborghini.
Puma
Leading sports equipment brand, Puma, was founded in 1948 and has strategically built its brand equity strongly by positioning itself in the minds of consumers as an iconic brand while expanding beyond its origins to become a global fashion hub with sport-centric appeal for more than 7 decades.
PUMA will turn 75 this 2023 and will celebrate its milestones in sports, culture and innovation with a series of events which will elaborate on its mantra ‘Forever Faster’ throughout the year. The company said, “We are extremely proud of their 75 years of history in which they have pushed sports and culture forward and want to share this amazing story in 2023.”
Puma is the third largest sportswear manufacturer in the world. The company was founded in 1948 by Rudolf Dassler (1898–1974). In 1924, Rudolf and his brother Adolf “Adi” Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik (‘Dassler Brothers Shoe Factory
Lacoste
This is a brand that has made iconic statements with its logo for 90 years; impacting, shaping and journeying with the brand’s consumers by identifying, igniting their passion, and style. It has been a 90 years of the iconic Crocodile defining French fashion sport, as well as 90 years of movement born on the court, growing from sport to street since 1933.
It found its first love in sports players, inspired by the free elegance of René’s own pro sporting family and charismatic friends, the Crocodile spread through France, across tennis and golfing terrains, beyond court and field, line and border. And with every new corner of the world Lacoste touched, a unique cultural cross-pollination occurred, deeply influencing and being influenced by street culture, popping on to fashion’s runways, collaborating with musicians, artists and creators, tracing its way through the vintage retro scene, and being inscribed into pop culture.
Pepsi
This beverage brand has emblazoned its whole embodiment deep into the minds of its consumers as an iconic drink with its distinct taste and indelible blue and red ever-memorable logo. Pepsi was founded by Caleb Bradham from his drug store in North Carolina in 1893.
Interestingly, the Pepsi logo has gone through a number of redesigns, with a complete shift in concept and feeling as the brand grew over time. The original drink was designed to offer a similar benefit as Coca-Cola, which first came out in 1886. However, it wasn’t until nearly 100 years later that the brands would truly come to a head-to-head battle.
As it celebrates its 130th anniversary, Pepsi is now valued at over $11 billion and PepsiCo generated more than $70 billion in net revenue in 2020.Their current product portfolio includes 23 brands that are bringing in more than $1 billion in annual sales, and its snacks, beverages, waters and other products are sold in over 200 countries.
Coke
Global beverage company, Coca-Cola, is celebrating 137 years of refreshing the world and making a difference with its magic with over 200 brands and thousands of beverages across countries and territories of the world.
The iconic brand whose purpose and passion have always been refreshment, since its birth at Soda Fountain in downtown Atlanta, Georgia, on May 8, 1886, when its founder, Dr. John Pemberton served the world’s first Coca-Cola at Jacobs’ Pharmacy. From that one iconic drink, the brand has gradually evolved into a total beverage company and has become a catalyst for innovation and social interaction for its consumers across the seven continents in the world. Coca-Cola has continuously thrives in reinventing the user experiences through various technological processes.
Honda
American Honda Motor Co., right from onset is focused on bringing safety, comfort, accessibility and affordability to the world, by offering a technology-enabled vehicle experience for users.
Honda was birthed 24 September, 1948 by Soichiro Honda, in Japan and since then has remained a brand to be reckoned with across the globe especially in Nigeria. Honda’s never-ending quest for excellence in motorcycle design and performance has made the company the most successful ever known.
It has played a huge part in the history of MotoGP, contesting the World Championships from 1959 to 1967 and from 1982 to the present, which makes 61 years of the 75. 2023 is both remarkable and important for Honda for another very significant reason, because the company will be marking its 75th anniversary.
Sunlight
Sunlight celebrated 139 years of being a home care trailblazer in the home care segment. Over the years, the pioneer brand has continued to maintain its superior cleaning power, cutting-edge innovations, and trailblazing spirit over 139 years. Sunlight household soap was introduced by the British company Lever Brothers in 1884. It was the world’s first packaged, branded laundry soap.
William and James Lever, the joint founders of the company and exceptionally forward thinking, did not just build a soap factory. Echoing the social purpose that would power the brand over its 139- year history. Since its very early days in Victorian England, Sunlight has always been a brand that has done things a little differently.
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