Media release
Monday 25 September
100 years of trade marks: Australia's favourite revealed
The vote to determine Australia's favourite trade mark has been finalised and Sanitarium's Weet-Bix has come out on top.
The vote, undertaken to commemorate the 100th anniversary of the first federally registered trade mark, was part of a variety of activities to celebrate 100 years of Australian endeavour through trade marks by encouraging all Australians to nominate their favourite.
The initiative was undertaken by IP Australia, the Australian Government agency responsible for administering registered IP rights including trade marks.
IP Australia's Registrar of Trade Marks, Ruth Mackay, says the process was rigorous, and began with members of the business and industry community nominating 40 of Australia's most prominent trade marks for consideration as the favourite.
A panel of eminent Australians including advertising guru Siimon Reynolds, artist and entrepreneur, Ken Done, footballer, businessman and philanthropist, George Gregan, and businesswoman and fashion designer, Carla Zampatti, then vetted these 40 and chose their top 10. From this final list of 10 trade marks, which included the ABC, Arnott's, David Jones, Penfolds, Qantas, R.M.Williams, Vegemite, the Wallabies, Weet-Bix and Woolmark, all Australians were asked to vote online to nominate their favourite.
Independent auditors KPMG were responsible for collating and determining the most popular trade mark after official voting closed on Thursday 3 August.
"The promotion has been a big success with widespread media coverage helping to generate a strong response to the online vote," Ruth Mackay said.
"Importantly, the initiative has enabled us to show that trade marks are part of everyone's day-to-day lives, and that they are important to Australia economically and socially.
"Most significantly, more Australians now understand the importance of trade marks in protecting a company's identity and brands."
"But it is worth bearing in mind that trade marks are just as relevant to small business as they are to large companies."
Sanitarium Chief Executive Kevin Jackson said everyone associated with the company was both excited and proud.
"Today's announcement reinforces Sanitarium's belief that it is the guardian of an iconic trademark that is now an entrenched part of Australia's heritage," he said.
"To be recognised in this way also reminds us that Weet-Bix has touched the lives of most Australians, and remains as relevant today as it was when first launched nearly 80 years ago.
"Weet-Bix is still Australian owned and made, and therefore today's recognition can be shared by anyone who has ever enjoyed Australia's favourite breakfast cereal".
For interviews, photographs or more information contact Danielle Morris at Morris Walker Pty Ltd, tel 02 6162 0021 or 0412 181 389.
For more information on trade marks and other trade mark centenary activities throughout the year, visit www.ipaustralia.gov.au/tmcentenary
A video news release on this topic will be sent to television newsrooms today.
The footage is available on Key No. SHF/TRADE/3VNR and contains interviews with:
- Bob Baldwin, MP, Parliamentary Secretary to the Minister for Industry, Tourism and Resources
- Dr Ian Heath, Director-General of IP Australia
- Kevin Jackson, Chief Executive Officer, Sanitarium Health Foods
- Brett Lee, Australian Test Cricketer and 'Weet-Bix Kid'
The VNR also contains two of the more iconic Weet-Bix TV advertisements.
