New Year’s Eve and New Year’s Day are now behind us, and 2022 has arrived. With all the hoopla surrounding these two annual events, some brands stand out. But, what happens after the hoopla? Do we remember New Year’s Eve and New Year’s Day brands, or do they disappear until the end of the next year?

Without a doubt, the most famous New Year’s Eve brands are New York City, the Times Square Ball, and the Ball’s crystals by Waterford.

According to the House of Waterford Crystal website:

“The inaugural New Year’s Eve bash, held in 1904, commemorated the official opening of the headquarters of The New York Times with a fireworks display at midnight. Two years later, when the city banned the fireworks display, The Times arranged to have a large, illuminated seven-hundred-pound iron and wood ball lowered from the tower flagpole precisely at midnight to signal the end of 1907 and the beginning of 1908. Since then, hundreds of thousands of people have gather around the Tower, now known as One Times Square, for the famous New Year’s Eve ball-lowering ceremony, as millions nationwide and nearly a billion watching throughout the world unite to count down the final seconds of the year.

2022 marked the 22nd time that Waterford Crystal has been a part of the most iconic New Year’s Eve tradition. Each year, millions of eyes from all over the world are focused on the sparkling Waterford Crystal Times Square New Year’s Eve Ball. At 11:59 p.m., the Ball begins its descent as millions of voices unite to count down the final seconds of the year and celebrate the beginning of a new year full of hopes, challenges, changes, and dreams.”

According to the Times Square website: “The lowering of the Ball has become the world’s symbolic welcome to the New Year.”

During New Year’s Eve, another memorable brand is Dom Pérignon. Many of us drink in the new year with champagne, and while a bottle may cost several hundred dollars – and the most expensive bottle has been estimated to cost $42,000 – Dom Pérignon is the world’s most well-known champagne.

With covid restrictions easing up resulting in the need for transportation options, rideshare brands Uber and Lyft benefited by all the New Year’s Eve celebrations away from people’s homes.

After the world’s attention leaves New York City on New Year’s Eve, it turns to America’s west coast, specifically a Southern California suburb of Los Angeles. Home to approximately 140,000, Pasadena’s population swells to the hundreds of thousands, possibly even a million, each year on January 1st. The city’s main street is Colorado Boulevard, and that is where the action begins on television at 8am every January 1st. But the activity begins weeks, and for some, months, in advance because of an annual tradition known as the Rose Parade and Rose Bowl game.

The attraction on New Year’s Day in Pasadena, California, is the annual Rose Parade, hosted by the Pasadena Tournament of Roses Association.

According to Wikipedia, “First held on January 1, 1890, hundreds of thousands of spectators watch the Rose Parade in person, and millions more watch it on television – both in the U.S. and in more than 100 international territories and countries worldwide. The Rose Bowl college football game was added in 1902 to help fund the cost of staging the parade.”

And the car brand that stands out every New Year’s Day, according to Wikipedia: “Since 2011, Honda has sponsored the Rose Parade. Accordingly, the company has the parade’s first float, which like all floats, follows the parade’s theme.”

So, other than New York City, the Times Square Ball, Waterford Crystal, Dom Pérignon, Uber, Lyft, the City of Pasadena, the Rose Parade, and Honda, what brands are famous for New Year’s Eve and New Year’s Day? Do they stick around after January First, do they disappear, or do they re-appear 12 months later?

Let’s all raise a glass of champagne with hopes that the worst of the covid pandemic is behind us. Happy and healthy new year!

Image Credit: Debbie Laskey, MBA.


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Dr john Masawe

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