Corporate anniversary rings, promotions, signs in retail stores, donations, scholarships, temporary price reductions or discounts, reflections on past accomplishments, special ad campaigns, new logos, and so on. Planning an anniversary can take years. In some cases, special marketing consultants and event planners have been hired to coordinate the effort. Large corporations typically work closely with their corporate advertising agency as well as their marketing and sales departments to plan sometimes elaborate campaigns, often with a special theme to mark the occasion. For example, Starbucks marked their 40th anniversary with a redesigned logo and media campaign. Guinness Brewery celebrated its 250th anniversary with
John Smith's Brewery venues. It is a nitrogenated version of the pasteurised beer, which was renamed to John Smith's Original in order to differentiate the two products. In 2005, Scottish & Newcastle claimed that John Smith's was available in 40,000 outlets across the United Kingdom. In 2007, Scottish & Newcastle moved production of John Smith's Cask from Tadcaster to Burtonwood near Warrington, and production of John Smith's Magnet to Camerons Brewery of Hartlepool. In 2008 three limited edition beers were released to celebrate the 250th anniversary of the brewery. In 2010 Heineken discontinued production of cask conditioned John Smith's Magnet, although it remains