Alcohol-free Beer, wearable blankets and Bluey: these are 2021’s ‘breakthrough brands’

News 30 Aug 2021 - 2 min read

Alcohol-free Beer, wearable blankets and Bluey: these are 2021’s ‘breakthrough brands’

By Sam Buckingham-Jones - Senior Writer

Interbrand's breakthrough brands were Heaps Normal, Airtasker and more

Heaps Normal was a brand to watch in last year's report. This year it has become a Breakthrough Brand.

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Tags: Interbrand Nathan Birch Airtasker Breakthrough brands Omnicom Media Group

Non-alcoholic beer and spirits, skincare, fintech brands and a wearable blanket that saved 2020-21 for some have made the latest Interbrand Breakthrough Brands list.

What you need to know:

The Interbrand Breakthrough Brands report has been released, naming the top 10 Australian and New Zealand brands for 2021.
The top brands included the lockdown blanket/clothing ‘The Oodie’, Airtasker, Heaps Normal, Linktree and Bluey.

Airtasker, Zoë Foster-Blake’s skincare brand Go-To, The Oodie, children’s program Bluey and non-alcoholic beer Heaps Normal are some of the companies that have been deemed the “breakthrough brands” for 2021.

Interbrand today named the top 10 Australian and New Zealand brands with potential to become global icons in their second annual Breakthrough Brands report.

The brands for 2021 were:

Airtasker
Airwallex
Bluey
Go1
GoTo
Heaps Normal
Linktree
Lyre’s
Sharesies
The Oodie

“Some of the brands will be familiar to you, some will be new, but all are incredibly exciting, and experiencing tremendous growth,” Interbrand ANZ CEO Nathan Birch said.

“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.”

The report also named 10 “ones to watch”, brands that didn’t make the top 10 but were honourably mentioned:

Halter
Karma Cola
Minor Figures
Normal
Nura
Sonder
Spalk
Superhero
Up
Vow Food
Zero Co
Method Recycling

The report considered a list of 120 brands and subjected each to qualitative and quantitative analysis based on Interbrand’s Brand Strength Score methodology. Interbrand is part of the Omnicom Group.