These 8 brands proved that everyday products can still get people excited

The Brands That Matter honorees have found ways to stand out in the competitive consumer products arena by creating engaging campaigns and partnerships. Brawny, for example, revamped its lumberjack mascot and partnered with Bachelor Nation's Rachael Kirkconnell to promote its new three-ply paper towels, resulting in over 4.3 million organic views and a 5.5% lift in purchase intent. Crayola launched its Campaign for Creativity, which aimed to shift parents' understanding of childhood creativity, and delivered 4.7 billion impressions with an estimated media value of over $100 million. Hot Wheels has successfully tapped into the adult audience while maintaining its appeal to children, creating a unique ecosystem where parents and kids share play and collecting experiences together. The brand has expanded its cultural footprint through premium collector lines and collaborations with partners like Formula 1 and Ferrari. JLab is turning to college athletes to gain ground on TikTok and among Gen Z, while Squishmallows has collaborated with various brands for product collaborations and partnered with Make-A-Wish to fulfill a child's dream. Timex has continued to expand its "Analog Life: Make Time Yours" campaign, celebrating the power of simplicity and urging people to take control of their time. Owala, a coffee cup brand, opened a pop-up shop in Los Angeles to celebrate the launch of its new product, resulting in over 3,500 visitors and a significant increase in social media following. These brands have demonstrated a commitment to their purpose and cultural relevance to their audience, earning them a spot on Fast Company's 2025 Brands That Matter list. The list recognizes brands that have made a significant impact through their marketing efforts and have shown a deep understanding of their target audience and the cultural landscape.