While Barbie’s summer ascent in youth pop culture has been well documented, another unexpected brand has made gains with Gen Z: Ritz Crackers. The Mondelēz-owned brand actually beat Barbie in the latest Ad Age-Harris Poll Gen Z brand tracker, which ranked brands that made significant progress in gaining attention from Gen Z in the third quarter.
Ritz took the top spot in the poll, with Barbie in second followed by Dolby, Nature Valley and Pillsbury. Of course, the campaign for “Barbie” began running months before the movie was released on July 21 (the first trailer dropped in early April), so the Mattel-owned brand had already gained momentum before the third quarter began. The poll shows that the surge continued during the quarter.
“While Ritz Crackers and Barbie are both already ubiquitous as brands in the United States, both enjoyed massive increases in brand momentum this past quarter—amid the Barbie movie craze and Ritz's summer ad campaigns,” said Harris Poll CEO Will Johnson. “Ritz's relative jump in both familiarity and quality in the eyes of Gen Z are what earned it the top spot in this quarter's rankings.”