Below, a quick look at what powered some other brands into the poll’s top 20.
**Funyuns, the onion-flavored rings made by Frito-Lay, claimed the poll’s third spot thanks to media love for products, both real and fake. “Like so many brands getting an unexpected lift from TikTok, Funyuns’ time in the sun came in May when the Food Network recycled a clip showcasing how the snack is made for TikTok,” Harris Poll CEO Will Johnson said. “Its viral success continued following the release of Flamin’ Hot Mountain Dew when images circulated of a similar Funyuns-themed soda, which was ultimately proven to be untrue but likely contributed to the brand’s jump in brand equity.”
**Footwear brand Timberland, which placed fourth, put out a campaign in February called “TimbsTrails” that highlighted a new emphasis on digital marketing. The campaign, created with R/GA, invited people to play games and win prizes that included a pair of the brand’s GreenStride boots. The brand also announced that it would roll out a take-back program in January to accept used products to revamp and resell, or disassemble. In July, the brand also partnered with streetwear brand Clot, started by a Canadian-born Hong Kong actor, to create a collection that includes embroidered boat shoes.
**Two pet food brands cracked the top 20—Mars Inc.-owned Iams in eighth and Nestlé-owned Purina Dog Chow at 10th. Gen Z pet ownership has surged during COVID, according to a survey by the American Pet Products Association in March, which found that Gen Zers favors small pets. For its Pro Plan variety, Purina partnered with Olympic snowboarder Chloe Kim in April to encourage people to get active with their dogs.
**Allstate’s inclusion in the poll, at No. 7, is good news for the insurer as it battles Geico, Progressive, State Farm and other big-spending insurers for younger policyholders. Perhaps Mayhem–the ad character resurrected by the company earlier this year—is making a difference.
**Coming in fifth, JetBlue’s profile has been raised by its fight to acquire Spirit Airlines, a move that would make it the fifth largest domestic US carrier. The airline also released a gender-neutral uniform for its crew during Pride month, a move that aligns with Gen Z’s focus on company values.
**Tupperware, which placed ninth, partnered with Universal Pictures with the brand’s products appeared in the latest Despicable Me movie, “Minions: The Rise of Gru.” The movie features the characters having a Tupperware party in the 1970s. “Tupperware was a vital part of 70s culture; it was something from a nostalgia perspective that they wanted to include,” said the brand’s VP of global communications and PR Cameron Klaus in an interview with PR Week.
**Streaming service Crackle, which placed 11th, has increased its distribution with a Marriott Bonvoy partnership as well as acquiring video company Redbox in May. The brand is owned by Chicken Soup for the Soul Entertainment.
**At No. 14 is Pedialyte, which “has been targeting young adults for years, even expanding into the sports drink market last year,” stated Johnson. “Its efforts to appeal to Gen Z appear to be bearing fruit.
**Kraft Heinz’s entry into the poll at No. 18 comes amid a continuing creative resurgence at the food company. Stated Johnson: “Never mind that Kraft Heinz just lost the naming rights to the Pittsburgh Steelers’ stadium this past week—from announcing the development of a renewable and recyclable bottle made of paper in May to rebranding their 85-year-old classic—Kraft Macaroni and Cheese—to drop three syllables in June, Kraft Heinz had a busy Q2.”
**Design marketplace Minted, ranked 19th, gained recognition due to its partnerships, according to Harris Poll. These include making a stationery collection with wedding publication Brides and partnering with Samsung’s frame art store.