These are the missing brands from 2022

We started 2022 in a hard lockdown, but this year will go down in the books as the first ‘unofficial’ post-corana year. And yet we certainly did not go polonaise. For 2022 is also the year of war and crisis, a year in which virtually everything became more expensive. And while corona subsidies evaporated, companies were sent the first invoices for reimbursement. You would therefore expect 2022 to be a battleground for brands. That trademark crisis didn’t materialize except for a few smaller healthcare companies. Fortunately, Robbert van Loon and Richard Otto, authors of the book Verdwenen Merken, traditionally kept an eye on the newspapers and wrote down the most controversial disappearances for us. This resulted in a list of beers and bites, with a men’s club and hits…

THEATER HOUSE
When corona kept us inside en masse, stage animals such as comedians and theater makers sought refuge in alternative forms to find the general public. TheaterThuis was one such alternative; a streaming service with on demand cabaret, cabaret, musical and theater subscriptions. To compete against the big streamers like Netflix and Amazon that have already made their way into cabaret, TheaterThuis distinguished itself with its own content. The interview program ‘Teetergæster’ was an example of this. But the general public, which had been so sorely missed all along, remained absent. With only 3000 subscribers, who paid 9.95 euros per month or 99.95 euros annually, TheaterThuis remained far short of its own goals. Because to market the platform really well, the owners said they needed ‘a million a year’. In February this year, the drama unfolded and the wings of the TheaterThuis closed for good.

HIGH ZONE
Last November we lost former hit singer Aaron Carter. This ‘little brother to’ was known in our country for hits like ‘Crazy Little Party Girl’, which was listed as the 9th song on Hitzone 1. This CD concept, conceived by the music channel TMF, started in 1998 as a spin-out of his TV show of the same name. show and came out at a time when Spotify and YouTube were still the music of the future. Hitzone was therefore an instant hit. That success was due, among other things, to the unique collaboration between different record companies. That way, both they and TMF could put all the big hits in the shop window on one CD. With Hitzone 25, buyers also got a DVD with video clips for the first time, and from Hitzone 44 there was a switch to double CDs for even more musical hit sessions. Exactly 24 years after the launch of the first edition, Hitzone 100 brought an end to yesterday’s successful streak at the beginning of this year.

PCM MAGAZINE
In the year when artificial intelligence broke through into our living rooms, as a true tech enthusiast from the very beginning you could still expect the paper editions of PCM Magazine right outside your door. Personal Computer Magazine had its origins in times when ‘computers’ were still an exciting hobby and was considered one of the oldest magazines in the field of technology. But for the latest developments and trends in computers, smartphones, gaming and the internet, you really only have to look at the latter medium. However, it was not only the increasingly less accurate content, declining sales figures and an aging target group that killed PCM Magaxine. The brand also faced more difficult times due to the rising prices of raw materials such as paper and rising production and shipping costs. This summer the plug was pulled from the brand and the subscriber base was control-C’d and control-V’d to ComputerTotaal, which is published by the same publisher (Reshift).

DUTCH ENERGY COMPANY
With the light riot, Johan Derksen is responsible for one of the most talked about TV moments in 2022. But more than 11 years ago, the whole of Holland wanted him off the screen en masse. This time not because of a twisted anecdote, but because of one of the most annoying commercials of this millennium. With ‘Wake up people!’ he thundered into the rooms, whereupon a probing little finger was accompanied by the three fabled words; ‘I say go for it!’. However, it was not until 2022, the year of the energy crisis, that the sender of this advertisement disappeared. After a previous merger with Budget Thuis, Nederlandse Energie Maatschappij, founded in 2005, continues from November this year under the new brand name Budget Energie, which only applies to a few people. Let’s hope the bills for this are cheaper than Johan’s play…

PAL
In the year when the hotel industry was finally able to fully reopen and beer sales were more than 13% higher than last year, there was one brand that actually turned off the tap. Many lager brands date back hundreds of years, according to the brand, but the Kornuit brand, which has since disappeared, was first launched in 2013 as the youth brand Grolsch. Because with its soft aftertaste, it would be an ideal lager for a night out with ‘friends’. It was therefore a thorn in the brand’s side that those particular comrades had the leading role in advertisements for Lidl’s own beer brand Kordaat. These comparisons therefore led to many lawsuits, where the previously born beer brand Kornuit tried to force its cheaper equivalent to change its name. In 2020, however, the brands suddenly stopped this fight. At the beginning of 2022, it was announced that Kornuit will completely stop as a brand name, so that the parent company Asahi Group in the Netherlands can focus on the two brands where they expect the most toast moments; Grolsch and Peroni. Lidl will sometimes toast it.

CLUB DIANA
With the YabYum brand disappearing earlier, it was perhaps the most famous sex club in the Netherlands; Club Diana in Zundert. According to the brothers Jan and Ruud Siemons, the reason for the closure was that ‘there are no longer any ladies in the Netherlands who still want to pay tax’. And so the family business, which has existed for more than 44 years, loosened not only the belts, but also the tongues. Founded by Frans and Corrie Siemons, the brothers’ parents, in 1978, Club Diana attracted an international crowd on the Belgian border. A public that, however, increasingly sought a fruitful meeting in illegal prostitution. The lack of corona support further stripped the brothers, this year when so little came in. However, it was not only the stained sheets, but also the pedals that caused a stir at the Siemons family. As a professional cyclist, Jan rode the Tour de France a total of five times and the parents scored in the cycling world, among other things, with the double-decker bus sponsored by Diana, from which pancakes were served to the cyclists during big trips. . Many athletes will know what the cooldown was like, but few will reveal.

This article is a submission and is not the responsibility of the editors.

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