Can a trademark manage to stay alive for years in a world where consumer preferences are changing so quickly and ruthlessly?
What if we told you that some trademarks remained valid over the past 100 years? Imagine that these trademarks have experienced various social, cultural, and economic changes for 100 years and managed to stay alive.
Let’s take a look at these trademarks together!
1. TIFFANY & CO (USA)
While Tiffany’s story began impressively in 1837, it was the year 1920 that sparked the most active year for the world-famous jewelry retailer’s trademark filings. In the 1920s, jazz had begun to captivate elite circles around the USA. The regular gathering of elite people of the country at New York City’s jazz clubs created masses willing to pay for the show. The Tiffany company noted that this, teamed with the increased freedoms for the women of the roaring 20’s, led to a spike in the demand for high-end jewellery and drastically increased the popularity of Tiffany’s stores.
In 1920, Tiffany company made 20 trademark applications to the US Patent and Trademark Office (USPTO) for both “TIFFANY & CO” and “TIFFANY” brands in 19 different classes.
2. CASTROL (GERMANY)
It is not surprising that Castrol, one of the world’s leading automotive lubricant manufacturers, has a trademark strong enough to stand the test of time, especially in the automotive giant Germany. Since 1920, the land speed record has been broken 23 times in total, Castrol said, of which 18 have been achieved with Castrol oils from its product.
Obviously, the trademark is also well oiled and has been running smoothly since the trademark registration in 1920.
3. PARAMOUNT PICTURES (GERMANY)
The 1920s are often seen as one of the most glamorous years in the US for fashion and cinema, but you might not know that those years also brought with it the golden age of early German cinema. With the increasingly silent film culture and some of the great minds in the film industry of the time, it is said that the lighting and framing techniques of 1920s German films paved the way for the Hollywood movies we all love.
Paramount Pictures clearly observed the creativity of German filmmakers of the time and registered their trademarks and iconic logos in 1920.
4. CAMEL (FINLAND)
In the 1920s, Finland was the cigarette smoking capital of the world. The Tobacco Free Finland 2030 states that the Finnish people consumed more cigarettes than any other country in the world, where companies such as Amer and Suomen Tupakka were dominantly in the market in those years.
Despite this strong domestic competition, the Japan Tobacco company also found it worth taking advantage of the large consumer market in Finland and registered the CAMEL trademarks in 1920.
5. GILETTE (AUSTRALIA)
The year 1920 brought the age of precision for Gillette. Having spent the last 20 years perfecting the disposable blade, the company started to focus their efforts on creating a blade that would shape the face of the consumer razor industry for the next 40 years.
Gillette traversed the globe 100 years ago and brought their blades to Australia. The company Gilette received the first trademark registration in Australia in 1920.
6. MARMITE (UK & IRELAND)
This popular British food was first conceived in 1902 by the German scientist Justus von Liebig as a byproduct of brewing beer. It is not surprising that this diverse yeast paste was created in Europe instead of in the USA where all breweries across the Atlantic were locked down.
The “MARMITE” trademark was registered in the UK and Ireland 100 years ago, and the Unilever product remains one of the favorite snacks for consumers living in the island countries.
7. HARPIC (UK & IRELAND)
Reckitt Benckiser trademark of bacteria repellent toilet cleaning solution claims to kill 99.9% of bacteria in your toilet bowl, and it seems that in the face of changing consumer trends, the brand does not lose its strength thanks to its content.
The HARPIC trademark reached its 100-year milestone in the UK and Ireland this year and is still stubbornly fighting bacteria and keeping your toilets clean when guests stop by the house.