From Go-To to Heaps Normal, Bluey to Oodie: Interbrand AUNZ reveals 2021’s 10 Breakthrough Brands

Plus 12 ‘Ones to Watch’ in region’s second-ever Breakthrough Brands report

Australia, Monday 30 August: Interbrand has today 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)

The end of DIY as we know it

The cross-border payment tech unicorn

The true blue pup taking over the world

The Spotify of corporate education

The iconic skincare company founded by Zoë Foster-Blake

Heaps Normal
The non-alcoholic beer promoting mindful drinking

The social media linking tool making everyone a publisher

The alcohol alternative making a big splash with 0% spirits

The New Zealand-based, B Corp broker championing all investors

The Oodie
The wearable blanket enveloping millions

Ones to Watch

(in alphabetical order)

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

The sex toy brand by Eucalyptus taking an educational and empowering approach to pleasure

The audio brand creating a next-level listening experience

The on-demand ‘safety service’ app

The platform providing alternative commentary during live sports events, from fans, influencers and athletes

The share trading app democratising trading and moving into superannuation

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


Brittney Rigby

Head of Communications and New Business

DDB Group Australia

0425 567 844

[email protected]

About Interbrand

Interbrand Group is made up of Interbrand, the world’s leading brand consultancy, and C Space, the global customer agency.

Interbrand have been a world leading brand consultancy, for over 45 years – having pioneers iconic work and forged many of the brand building tools that are commonplace across the industry today.

We know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves Iconic Moves.

In collaboration with the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

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