Famous brands through history

What do slave trading, newspapers and Cape Governor Sir George Young have in common? Or Mrs Ball’s Chutney, Jeyes Fluid and the French word for bone? Or, toothpicks and Tiger Oats, Royal Baking Powder and the Voortrekkers? Or, a tent, Standard Bank and Sol Plaatje?

These stories behind these famous names and others that helped shape South Africa are recounted in a wonderful book put together by my friend Ken Preston, titled From Groot Constantia to Google: 1685-2010, detailing the history of household brand names spanning 325 years.

The narrative, which uses South Africa’s social, economic and political history and consumer culture as a backdrop, is illustrated by more than a thousand pictures and illustrations including advertisements, brand registrations and products, many of which have never been published before.

Indeed, many of the 400-plus brands recorded in the book are at least a hundred years old. One of these, Groot Constantia, dates back to 1685. It was exporting wine to Europe as early as the 1700s. A favourite tipple of Napoleon during his exile on St Helena, it was also favoured by King Louis Philippe of France.

Mrs Ball’s chutney was first made in an outhouse at 59 Southfield Road in Plumstead, Cape Town, in the late 1800s and sold to friends and at the local market. The name chutney was adapted from a Hindi word in India, chatnic, meaning made from fresh fruit and spices.

Jeyes Fluid (The World’s Disinfectant) was advertised in the mid-1800s as The Best Protection against Measles, Scarlet Fever, and Influenza.

The name Cerebos (salt) can be traced back to 1892 and is derived from Cere, for the Roman goddess of wheat harvest, and os from the French word for bone that the phosphates in salt strengthen.

Standard Bank was the first bank to be established in Johannesburg, in a tent, in 1886. In the 1890s, it had General Jan Smuts and Winston Churchill as customers, as well as Cecil Rhodes, Anthony Trollop and Sol Plaatje.

And South Africa’s first newspaper, Cape Town Gazette and African Advertiser, or Kaap Stads Courant en Afrikaansche Berigler, was launched on Saturday August 16, 1800, by slave dealers and privateers Alexander Walker and John Robertson sole printers to the corrupt governor Sir George Young.

The 19th century was one of immense inventiveness, business savvy and economic energy and exploitation.

With the commencement of diamond and gold mining the economy expanded and both local and overseas brands started protecting their trademarks, notably Singer Sewing Machines, Red Heart Rum, Eno’s Fruit Salts, Sunlight Soap, Shell, Cadbury’s, Lea & Perrins, Thrupps, Castle Beer, Cerebos and Clover.

The 20th century was born in the blood and heartache of war. Followed by many technological firsts, it saw a growing number of brands and the laying of a foundation for nearly a century of racial strife. The growth of brands and branding continued with Zam Buk, Bovril, Marmite, Brasso, All Gold, Bisto, Five Roses, Drosty Co-operative, Thomas Barlow & Sons; and on the media side the Rand Daily Mail, Ilanga Lase Natal, South African Grocers Record and General Dealers Gazette.

1910-1920 saw the start of the age of the automobile along with many of today’s leading brands such as Vaseline, Shell, Eskort, Anglo American, Bokomo, Kellogg’s, Camel and Greyhound.

1920-30 heralded the arrival of the Oxford English Dictionary, Time Magazine, Mickey Mouse and the OK Bazaars. South Africa got the oranje-blanje-blou flag, the Comrades Marathon, the Rand Revolt, Truworths, Edgars and Foschini.

1930-40 and the Wall Street crash was sorely felt across the Union and the globe, though perhaps commercial ingenuity was sharpened by the difficulties. October 1931 saw the start of Woolworths in Cape Town, followed by Defy, Lewis stores, Shatterprufe and Morkels, and these were washed down by Chateau Libertas, Castle Milk Stout and Klipdrift.

1940-50 saw German U-Boats sinking shipping off the South African coast, and 380000 South Africans went off to war. Koo appeared on the shelves along with Glenryk Pilchards. I&J started exporting fish products and in the United States car hire giant Avis was founded along with McDonald’s. Volkswagen of South Africa was launched and Pratley Putty was developed in Roodepoort.

Between 1950 and 1960 the first Simba chips were produced and Springbok Radio started broadcasting. African Drum was launched along with Car Magazine and Financial Mail.

It is a fascinating look at the history of South Africa through the eyes of names with which we have become so familiar.

From Groot Constantia to Google: 1685-2010, from Affinity Publishing, is available from selected bookstores.