Year: 2002

The SideKick is perhaps the earliest successful example of identity-driven phone production. From the hip name and promotional materials to the eye-catching large swivel screen and text-friendly horizontal keyboard, everything about the phone initiated unabashed lust for the 14-29 age demo. And for a scene flooded at the time with vertical-oriented candy bars, the distinctions were not insignificant. Incorporation of fully functional instant messaging and web-browsing capabilities, unheard of at the time, helped make the phone a hit with loyal users, who kept the product line alive for a virtually unprecedented seven years.