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Brand Survivors: Esso, Premium and Red Cross Toothache

April 20th, 2017 · No Comments

By Garland Pollard

It is always heartening when an old brand survives generations, world wars and multiple depressions and recessions. So it is that we noticed three brands that (sort of) live on, in various states of existence.

Esso: The Esso brand is still viable around the world, and just because Raymond Loewy did the Exxon logo for the United States, the great name associated with John D. Rockefeller lives on across the world. What some, however, forget is that ExxonMobil does a masterful job of keeping both the Esso and the Exxon brands alive. In the United States, diesel fuel is often sold as Esso Diesel. For companies that have merged a number of brands into one uber company (and that seems to be in every industry these days) keeping and old corporate or product brand alive is fairly simple. You continue to use the brand name on a sub-product. So, for instance, Esso appears across the world and in Canada, but in the states it shows up as a single product.

Nabisco Premium Crackers: A saltine is one of the great taste sensations that has little taste; the lightly crusted crackers achieve a charm unexpected when you dust them with salt. Nabisco Premium is the most venerable of the saltine brands, over Keebler’s Zesta and other store brands. Sadly, there seems to be less and less salt in a Premium, and that’s not good because salt (and of course light if we are reading our Gospel of Matthew) is what makes it zing. Let us remember the words of our savior, and apply them (carefully) to a favorite snack:

You are the salt of the earth. But if the salt loses its saltiness, how can it be made salty again?

Red Cross Toothache: The charity Red Cross is the most dominant use of a red medical cross in the world, and one of the best known trademarks in the world. But before the charity became so corporate, many smaller brands used the red cross on their products and in a variety of product categories. Johnson & Johnson, for instance, used the red cross before the American Red Cross, and about a decade ago, the two giant entities had lawsuits of the use of the cross in emergency preparedness gear licensed by Red Cross, the charity. One small product that also bears the Red Cross is a toothache remedy sold by the Mentholatum company, which is part of Japanese pharma giant Rohto. It’s a very simple product, Eugenol, basically clove oil, and can be used at home and by a dentist. Many people like a Q-tip of eugenol before they get injections for dental work, as the smell helps divert attention from the stick, and the Eugenol dulls the pain, and apparently has a good track record as an antiseptic.


More branding stories of interest:

Citgo Pushes the Nostalgia Button
BP Finally Dumps Amoco

Tags: Health and Beauty

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