Unilever trademarks: expansion into trademark classes, 1970–2025
Video: how Unilever extended its South African trademarks into new classes from 1970 to 2025 – from cosmetics & cleaning, coffee, flour & sweets, meat, dairy & oils into new fields. 37 of 45 classes, 3,419 trademarks. South African trademark statistics by Sibanda & Zantwijk.
Transcript
- Before 1970, Unilever already used 17 classes, including class 30 coffee, flour & sweets, class 3 cosmetics & cleaning, class 4 oils & fuels, class 5 pharmaceuticals, class 29 meat, dairy & oils.
- 1972: Unilever moves into class 35 advertising & retail; class 37 construction & repair; class 41 education & entertainment; class 42 tech & IT services; class 44 medical & beauty care.
- 1984: Unilever moves into class 8 hand tools; class 14 jewellery & watches; class 18 leather & bags; class 20 furniture; class 28 toys & sports goods; class 33 wines & spirits; class 34 tobacco.
- 1986: Unilever moves into class 26 haberdashery.
- 1993: Unilever moves into class 23 yarns.
- 1995: Unilever moves into class 43 restaurants & hotels.
- 1996: Unilever moves into class 39 transport & travel.
- 1997: Unilever moves into class 36 finance & insurance; class 38 telecoms; class 40 processing materials.
- 1999: Unilever moves into class 45 legal & security.
- By 2025, Unilever had trademarks in 37 of the 45 classes.