This month, we're raising a glass to toast brands who are celebrating big birthdays. Reaching a landmark anniversary is a testament to a brand's ability to adapt, innovate, and foster lasting relationships with their audience. In a world where fleeting trends often dominate the conversation, these enduring brands offer valuable lessons in building something truly special that stands the test of time.
The Power of Staying Power
62% of all consumers prefer to buy from brands they know and trust. Building that trust takes time, consistency, and a commitment to delivering on promises. Brands that achieve longevity understand this. They prioritise client relationships, adapt to evolving needs, and consistently deliver quality experiences.
Below we've collected a mix of big birthday milestones from far and wide, included a few of our own efforts. Oh, and there's a little surprise for you at the end!
Vegemite: 100 Years of Aussie Nostalgia
This year, Vegemite marked its 100th birthday in a way that brought generations together, celebrating its place as a staple in Australian homes. For a century, this salty spread has been the hero of breakfast tables, lunchboxes, and the occasional cultural debate. To honour its milestone, Vegemite leaned into its rich heritage with a nod to tradition and a clever modern twist.
At the heart of the celebrations was the revival of the Happy Little Vegemites ad, first aired in the 1950s. If you grew up in Australia, you probably know the jingle by heart—maybe your grandparents were singing it before you were. The updated version brought in a fresh cast of kids, belting out the iconic tune with just as much joy and gusto as the original. It’s a delightful throwback that manages to celebrate the brand’s history while connecting with today’s Aussie families.
Adding even more fun to the milestone, Vegemite launched a 100-year commemorative shop range featuring everything from branded socks to quirky kitchen items. Of course, it’s a heartfelt tribute to the brand’s legacy, but it’s also a clever move to give Vegemite a new way to butter up its revenue stream. After all, who could resist owning a little slice of Vegemite history to wear or use?
Vegemite’s 100th anniversary reminds us why it’s more than just a spread—it’s an enduring piece of Australian culture. From childhood jingles to passing on the love of Vegemite toast, it’s proof that true icons don’t just stick around; they grow with us. And really, we’re still all just happy little Vegemites, aren’t we?
Village Cinemas: 70 years of movie magic
Big milestones deserve a big celebration, and helping Village Cinemas mark 70 years of movie magic was an absolute highlight for us at Hive. Since opening their first drive-in cinema in 1954, Village has been a cornerstone of Victorian and Tasmanian movie culture, so this birthday was all about celebrating their legacy in style.
We worked with Village to design a bold new look inspired by the frames of a film, giving the campaign a sense of energy and movement. The ‘70 Years of Cinema’ program brought fan-favourite films back to the big screen, supported by a custom calendar that made planning those nostalgic movie nights easy. Over at the candy bar, the Birthday Cake Choc Top added a sprinkle of fun to the celebrations, wrapped in packaging we designed to capture the joy of the occasion.
At Hive, we love helping our partners celebrate milestones in meaningful, creative ways. Here’s to 70 years of Village Cinemas—and the many unforgettable moments ahead!
Nike: 50 Years Still Just Doing It
Nike, the global sportswear giant, just hit the half-century mark. Their journey is a testament to the power of innovation and a deep connection with their audience. From groundbreaking footwear technology to inspiring marketing campaigns, Nike has consistently pushed boundaries, empowering athletes and ordinary people like us worldwide. To mark this milestone, they went all out with a multifaceted campaign that celebrated their history while looking ahead to the future. This included:
Austral Lock: 40 Years of Australian Manufacturing
We’ve had the privilege of helping brands mark their milestones in many creative and engaging ways. We recently partnered with Gainsborough to celebrate the 40th anniversary of the iconic Austral Lock brand. The campaign blended nostalgia with contemporary look and feel, for a brand video that honoured Austral Lock's heritage and celebrated the bright future ahead.
UniSuper: 40 Years of Thinking Great
Hive also recently helped UniSuper commemorate their 40th anniversary with a truly special project. We crafted a bespoke 100-page coffee table book that captured their incredible journey as one of Australia's leading super funds. Through insightful interviews and captivating design, the book celebrated UniSuper's achievements and recognised the contributions of countless individuals. This immersive print experience serves as a symbol of their continued commitment to securing the financial futures of Australians.
These two projects might seem familiar, and that's because we've covered these topics in a previous Hive article celebrating history with ink on paper - you can check it out here.
https://thoughts.hive.com.au/celebrating-history-with-ink-on-paper
Hive Creative: 30 Years of Ideas
And last but not least, we're joining the party! After deliberation on how best to celebrate our own birthday, we’ve decided we’d celebrate 30 years of learning, with 30 weeks of sharing. So, as we count down to our milestone, keep an eye out for the lessons we’ve learned—they might just help solve a brand challenge or inspire your next campaign brief.
Watch our kick-off video here and don't forget to follow Hive Creative on linkedIn to keep tabs!