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    An anniversary can advertise a firm’s staying power and longevity. A report in The New York Times explained the marketing logic: Anniversary campaigns are part of a trend inspired by the economy that could be calledcomfort marketing, as advertisers invoke misty, water-colored memories of the past to wooconsumers into buying products in the present. A major aspect of comfort marketing is what brand managers call authenticity: reminding shoppers who seek value in the provenance of merchandise to suggest a product is worth buying because its quality has been tested for decades. Marketers choose variables relating to anniversaries to meet specific promotional objectives. While the length of time celebrated by an anniversary is often divisible by five, such as the 10th, 15th, 25th, 50th, or 80th anniversary, there are no hard and fast rules. For example, Google celebrated its 13th anniversary with a special “doodle” for its main searchpage which showed a colorful image of “cake, presents and balloons.” Generally, anniversaries are chosen to coincide with marketing initiatives, such that “any coming of age will do,” according to one view.  An anniversary can commemorate not only a firm’s founding year but…
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