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.
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) from the 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
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.
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) to the 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 per cent 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
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.
“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.”
Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]
In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]
Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]
Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]
Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]
LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]
Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]
The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]