Australia’s capitalists were quick to see the tremendous marketing potential of Anzac Day by aligning their consumer brand with the officially revered military brand of Anzac. As early as 1916, the “commercial appeal” of the word “Anzac” was being used to flog various foodstuffs, beverages, soaps, toys, all sorts of apparel, Rexona healing ointment (tested in the trenches!), watches, matches, jewellery, cafés and restaurants.