New Museum Display - the easy® family of brands
The easy® family of brands showcases at London’s iconic Museum of Brands
Best known for its emblematic association with travel and tourism, as well as fitness, refreshment and energy, ‘easy’ will now be rubbing shoulders with the likes of Cadbury's chocolate, Johnnie Walker whisky and Persil detergent at the London-based museum. After just 22 years since the creation, the specially commissioned display will show how this brand - the brain child of entrepreneur Sir Stelios Haji-Ioannou - has taken a name from one company and transferred it to others. The display illustrates this striking example of brand extension.
From the 1995 launch of what is now the UK’s largest airline, visitors will see the various incarnations of the ‘easy’ name. The exhibit includes a special feature on how the company deals with ‘brand thieves’ who seek to pass off their products and services as if they were connected with easyJet.
Sir Stelios said: “Consumers have had 22 years of successful dealing with the ‘easy’ brand. Whether it’s been taking a flight, booking a hotel room or working out in a gym, ‘easy’ has shown the way a brand underlines ‘more value for less’. It’s now time to showcase this big step in service provision. I can think of no better way than to make our story open to museum visitors.”
Founded in 1984 by consumer historian Robert Opie, the Museum of Brands has expanded rapidly. It now displays over 16,000 items of consumer products and promotions from Meccano construction sets and Micky Mouse skittles to Jazz-Time toffees and Postman Pat bubble bath.
CEO Chris Griffin said: “We are proud to represent the ‘easy’ brand as one of the best examples of a brand philosophy. ‘easy = value’ is the key equity used to succeed in multiple market sectors”.
easyGroup is the private investment vehicle of Stelios, the entrepreneur. easyGroup is the owner of the ‘easy’ brand and licences it to all of the ‘easy’ branded businesses, including easyJet plc, the airline Stelios started in 1995, and in which he remains the largest single shareholder. easyGroup profits by either selling shares in the businesses, or by licensing or franchising the brand to reputable partners. The ‘easy’ brand currently operates in more than a dozen industries mainly in travel, leisure and other consumer facing sectors. Please visit www.easy.com for further information.