“Headphones, Cow Collars, And S*x Toys”: Interbrand Announces The Breakthrough ANZ Brands Of 2021

“Headphones, Cow Collars, And S*x Toys”: Interbrand Announces The Breakthrough ANZ Brands Of 2021
B&T Magazine
Edited by B&T Magazine

Interbrand has revealed the 10 Australian and New Zealand brands with the potential to become global icons in the region’s second-ever annual Breakthrough Brands report.

Zoë Foster-Blake’s skincare brand Go-To – which last week sold a controlling stake to BWX for $89 million – oversized wearable blanket The Oodie, adored animated dog Bluey, and alcohol alternatives Lyre’s and Heaps Normal have all been deemed Breakthrough Brands.

Airwallex, the cross-border payment unicorn, New Zealand-based B Corp broker Sharesies, social media linking tool Linktree, and ‘the Spotify of corporate education’ Go1 round out the list.

Interbrand Australia and New Zealand CEO Nathan Birch said, “we’ve unearthed a diverse group of amazing local brands that have the potential to become global icons. The report is a real testament to the calibre of innovators and entrepreneurs across Australia and New Zealand.

“Some of the brands will be familiar to you, some will be new, but all are incredibly exciting, and experiencing tremendous growth. There’s FMCG, skincare, dairy, media, and recycling brands.”

“There’s even headphones, cow collars, and sex toys. But the common thread is that each brand is challenging norms and creating new ones.”

Heaps Normal, the non-alcoholic beer brand, was listed as One to Watch in last year’s inaugural report, which featured the likes of Atlassian, Canva, F45, and Xero as Breakthrough Brands. This year, Heaps Normal has graduated to become a Breakthrough Brand after a rapid rise.

Birch added, “I couldn’t be more delighted to recognise and celebrate the brand’s 12 months of incredible growth. Heaps Normal is a phenomenon that’s only going to get bigger and bigger.”

Three key themes emerge from the branding consultancy’s report, across both the Breakthrough Brands and Ones to Watch lists: Successful brands are tapping into wellness, empowering customers, and many are making alternatives (alcohol, meat, milk, and banking, to name a few) mainstream.

The report’s launch is supported by a Breakthrough Brands podcast mini-series, featuring conversations with Go-To’s CMO Leonie Faddy, Normal’s creative director George Howes, Up’s head of product Anson Parker, and Heaps Normal’s head of brand Pete Brennan. The four episodes will drop throughout the week on DDB Group’s podcast Advent.

2021 Breakthrough Brands (in alphabetical order)

  • Airtasker: The end of DIY as we know it
  • Airwallex: The cross-border payment tech unicorn
  • Bluey: The true blue pup taking over the world
  • Go1: The Spotify of corporate education
  • Go-To: The iconic skincare company founded by Zoë Foster-Blake
  • Heaps Normal: The non-alcoholic beer promoting mindful drinking
  • Linktree: The social media linking tool making everyone a publisher
  • Lyre’s: The alcohol alternative making a big splash with 0% spirits
  • Sharesies: The New Zealand-based, B Corp broker championing all investors
  • The Oodie: The wearable blanket enveloping millions

2021 Ones to Watch (in alphabetical order)

  • Halter: The solar powered cow collars revolutionising farming
  • Karma Cola: The cola company making the world a better place, and selling in over 20 countries
  • Minor Figures: The alternative milk B Corp beloved by baristas
  • Normal: The sex toy brand by Eucalyptus taking an educational and empowering approach to pleasure
  • nura: The audio brand creating a next-level listening experience
  • Sonder: The on-demand ‘safety service’ app
  • Spalk: The platform providing alternative commentary during live sports events, from fans, influencers and athletes
  • Superhero” The share trading app democratising trading and moving into superannuation
  • Up: The neobank making finance fun and accessible
  • Vow Food The meat alternative redefining what we eat through methods like using zebra cells to create new, lab-based menu options
  • Zero Co The challenger cleaning brand committed to bettering the world
  • Method Recycling The award-winning, beautifully designed bins diverting waste from landfill


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