THE BOOK OF LISTS: The 10 Most talked about international brands

campaignlive.co.uk, Monday, 17 December 2001 12:00PM

1. Cipro



Most of the world's population never thought they'd know about this one

and would still rather not. But the prospect of biological warfare has

been good news for the German drugs company Bayer, the maker of this,

the only licensed treatment for anthrax.



2. Windows XP



There's been no escaping Bill Gates' latest £140 million launch

extravaganza. Microsoft's biggest launch ever, eclipsing Windows '95,

was heralded as an industry event, doubly welcome given the economic

downturn.



3. Ford



First, 6.5 million tyres, most of them fitted to Ford Explorers, have to

be recalled. Then a 100-year relationship with the supplier Firestone

dissolves in bitter tears. Finished off by the sacking of the chief

executive, Jacques Nasser, as the company goes deeper into the red. No,

it hasn't been a great year for Ford.



4. Swissair



So many airlines and travel companies have been hit in the wake of 11

September, with huge job losses at many international

corporations.Swissair was the first big airline to go down, only

managing to keep airborne with a government-backed rescue deal.



5. Coca-Cola



Think one thing, then do another. The biggest world brand this year

apparently made a high-profile marketing U-turn. Its "think local, act

local" policy is at odds with the appointment of Ogilvy & Mather to the

highly prized global accounts for Fanta and Sprite. Agencies all around

the world began to wonder.



6. Hewlett-Packard



As the dotbombs rained down, one of the biggest stories in the IT sector

was the merger, or rather the £18 billion acquisition, of Compaq

by Hewlett-Packard. The global superbrand HP is now second only to

IBM.



7. Ariel Liquitabs



The latest, greatest reinvention of that cornerstone of household

products, washing powder, has been Ariel Liquitabs - P&G's answer to

Unilever's Persil Capsules. The launch has been a universal conversation

piece.



8. Nike



If it wasn't for the continuing bad press about sweatshops, Nike could

be particularly proud of its profile-boosting strategy this year. As

Tiger Woods won tournament after tournament so Nike, as official

sponsors, hit the jackpot.



9. Jif



In the good old days Marathons were Marathons and not Snickers, Opal

Fruits were Opal Fruits and not Starbursts and Jif was Jif and not Cif.

The relaunch of Jif with an acceptable brand name for all its 80 markets

has left a generation of housepeople in complete confusion.



10. Stella McCartney



2001 was the year that the daughter of rock royalty launched her own

fashion label. She left Chloe in the spring and is backed by Gucci in

this latest foray through the international world of haute couture. With

mates such as Madonna, column inches are assured.



This article was first published on campaignlive.co.uk

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