MARKETING MIX: I'll name that brand in one

This week's mystery brand was originally found in liquid form. It

was invented in Germany in 1840 and introduced to the UK in 1865,

becoming a registered trademark in 1899.

In 1908, Brand X was the official caterer at the London Olympics. In

1911, Captain Scott took Brand X to the South Pole, and in 1953 John

Hunt took it up Everest.

Owned by Campbell's in Europe and Unilever elsewhere, Brand X is sold

throughout the developed world. No one knows how its name originated,

but it has been suggested that a docker may have chalked the name on to

crates containing the extract to distinguish it from other cargo.

Early TV ads featured Sooty and Harry Corbitt, and others have starred

Dennis Waterman.

In 1983 a 'family' was introduced to the advertising, a move seen as

groundbreaking because at the time they resembled a real family rather

than a 'TV family'. In recent years the ads moved away from the family

to target a younger audience, but it is set to be reintroduced.

The packaging has remained unchanged for many years - a distinctive red

cube with white writing, as well as silver and red foil wrapping.

Can you name this brand? Fax your answers on 020 8267 4504. The first

randomly selected answer will win a bottle of champagne. Last week's

winner was Chris Arthur of Counterpunch in Nottingham, who correctly

identified Pringles.


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