14 Brands That Tried to Cover Up Their Pasts

Behind every glossy ad campaign and polished logo, some brands carry histories they would rather people forget. While some have succeeded in reshaping their image, others still face scrutiny today. This list takes a closer look at how major brands tried to bury their history.

1. Volkswagen and Its Wartime Past

Filip Frid on Wikimedia Commons

Volkswagen built its reputation on reliable cars, but its origins tie back to Nazi Germany. The company was founded to produce the “people’s car” under Hitler’s regime, and it later used forced labor during World War II. For decades, Volkswagen focused on its modern image while quietly trying to distance itself from those dark beginnings.

2. Nestlé and Infant Formula Scandal

Nestlé on Wikimedia Commons

Nestlé aggressively marketed infant formula in developing countries during the 1970s, downplaying the benefits of breastfeeding. The controversy led to boycotts as critics accused the company of putting profits over children’s health. For years, Nestlé tried to rebrand its image while deflecting attention from this damaging chapter.

3. Nike and Sweatshop Labor

Nike, Inc. on Wikimedia Commons

In the 1990s, Nike faced widespread criticism for using sweatshop labor in Asia under poor working conditions. The brand initially denied responsibility before later shifting its strategy toward corporate responsibility campaigns. Nike’s swoosh may symbolize performance today, but its sweatshop history is a chapter it tried to bury.

4. Coca-Cola and Its Segregated History

The Coca-Cola Company on Wikimedia Commons

Coca-Cola built its image on happiness and refreshment, but the company once avoided advertising to Black communities in the U.S. During the civil rights era, this exclusion drew heavy criticism and eventually forced the brand to expand inclusivity. Today’s campaigns stress diversity, but the company rarely highlights this troubling past.

5. IBM and Work with Nazi Germany

IBM on Wikimedia Commons

IBM’s punch-card technology was reportedly used by Nazi Germany to help track populations during the Holocaust. The company has long avoided openly discussing these ties, choosing instead to focus on its reputation as a tech pioneer. This chapter remains one of the most controversial links between business and war.

6. Ford and Anti-Semitic Publications

Unknown author on Wikimedia Commons

Henry Ford funded publications that spread anti-Semitic views in the early 20th century. While Ford Motor Company became a symbol of American innovation, the brand worked hard to keep this chapter in the background. It remains a part of the company’s history that still raises eyebrows today.

7. Bayer and Its Wartime Role

Bayer AG on Wikimedia Commons

Known today for aspirin, Bayer was once part of IG Farben, a company tied to Nazi war crimes and forced labor. After the war, Bayer rebranded itself as a global pharmaceutical leader. The company rarely discusses this part of its history, preferring to spotlight modern medical achievements.

8. Shell and Environmental Disasters

Unknown author on Wikimedia Commons

Shell has faced major criticism over oil spills and environmental damage, particularly in Nigeria. While communities demanded accountability, the company spent years highlighting its clean energy initiatives instead. Shell’s green branding often overshadows its destructive environmental legacy.

9. Adidas and Its Nazi Ties

Bizart on Wikimedia Commons

Adidas was founded in Germany, and its creator Adolf Dassler joined the Nazi Party during World War II. While Adidas grew into a global sportswear giant, this connection was seldom emphasized in its brand story. The company instead focused on sports partnerships and global campaigns.

10. Dow Chemical and Agent Orange

Unknown author on Wikimedia Commons

Dow Chemical was one of the producers of Agent Orange, a herbicide used during the Vietnam War that caused lasting harm to humans and the environment. The company downplayed its role while promoting its innovation in plastics and agriculture. Its wartime legacy remains a sore point rarely acknowledged in its branding.

11. Hugo Boss and Nazi Uniforms

Hugo Boss AG on Wikimedia Commons

Hugo Boss produced uniforms for the Nazi regime during World War II. While the fashion brand eventually became known for sleek men’s suits, this origin story is often left out of glossy campaigns. The company has since tried to reposition itself as a symbol of luxury and style.

12. Chiquita and Central American Politics

Chiquita Brands International on Wikimedia Commons

Formerly United Fruit Company, Chiquita was linked to political manipulation and land exploitation in Central America. The brand tried to shift attention by rebranding with a friendly blue sticker and a smiling banana lady. Behind the cheerful logo, the company’s history tells a very different story.

13. PepsiCo and 1980s Labor Issues

PepsiCo and 1980s Labor Issues on Wikimedia Commons

In the 1980s, PepsiCo faced accusations of unfair labor practices in overseas bottling plants. Instead of addressing the controversy directly, the company leaned on high-profile celebrity endorsements to rebuild its image. The bright lights of Pepsi commercials helped overshadow a darker side of its history.

14. Gucci and Fascist Italy

Gucci and Fascist Italy on Wikimedia Commons

Gucci started in Italy during a time when Mussolini’s fascist regime was in power. The brand’s early years were shaped by this environment, though its later narrative focused almost entirely on luxury fashion and celebrity glamour. This political connection is rarely highlighted in Gucci’s storytelling.

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