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In a crowded field like food and beverage, companies must do all they can to stay ahead of the pack. The 2025 Brands That Matter honorees in the space used inventive campaigns, celebrity influence, and nostalgic throwbacks to stand apart. Corona brought its product to Olympian heights, and Sprite reinvigorated a classic slogan with a new generation of talent. Sometimes achieving brand relevance is as easy, as Heinz proved, as putting a little mustard on it. Califia Farms A recognizable presence in the plant-based dairy aisle, Califia Farms spent the past year recommitting itself to values of health and sustainability. In response to consumer demands for more organic options, the brand expanded its Simple & Organic line to include Organic Coconutmilk, Organic Vanilla Almondmilk, and a selection of Organic Almond Creamers. Califia also completed its transition from using virgin plastic in its signature curvy containers to 100% recycled plastic (rPET) bottles across the U.S. and Canada. The brands efforts to go green extend beyond environmentally friendly packaging. In February, Califia released The Green Album, a compilation of feel-good ambient tunes and meditations narrated by actor Chris ODowd. For every stream of the album on Spotify, Califia and the nonprofit One Tree Planted will plant a tree. The nondairy giant has found other avenues to engage with pop culture too. Upon releasing Creamy Refreshers, a line of beverages made with real fruit juice and coconut cream, Califia Farms partnered with Kendall Jenners 818 Tequila to serve an exclusive cocktail at Coachella. California Pizza Kitchen For California Pizza Kitchens 40th anniversary, the Beverly Hillsborn pizza chain teased a bold, fresh rebrand, replete with an all-black colorway and EDM soundtrack. Even CPKs CMO, Dawn Keller, touted the companys rebrand on LinkedIn. The attempt to appeal to a newer, younger crowd had an unfortunate stink of How Do You Do, Fellow Kids? about it. Luckily for skeptical CPK fans, the whole thing was a ruse. On CPKs birthday in March, the brand launched a funny, self-aware campaign titled Were 40 & Fine With It! Starring actress and former CPK hostess Busy Philipps, the mockumentary-style video shows the brand going through a faux midlife crisis. Ever since they turned 40, says Philipps, theyve been acting insane. She convinces a corporate rep to abandon the edgy disrupter facade and focus on why customers fell in love with CPK in the first place: the food. As part of the anniversary campaign, CPK rolled out a nostalgic limited-time menu with classics like Waldorf Chicken Salad and Tortilla Spring Rolls. Cargill As the largest agriculture company in the U.S., Cargill plays a central role in keeping people fed globally. On the heels of a total brand refresh, Cargill launched a yearlong brand campaign, “Food Secure World” in mid 2024. Through this summer, Cargill demystified its business for multiple audiencesfarmers, food manufacturers, retailers and foodservice companiestaking them behind the scenes of its innovation centers in the U.S., Brazil, and Singapore. The campaign earned Cargill more than 8 million engagements, with YouTube videos boasting a 60.4% view ratewell above the industry average. It also brought in higher click-through rates on job applications and drove a 6-point boost in the amount customers mentioned the brand in relation to food security. This year, the brand launched “Food Secure World 2.0” focusing on supply chain and the contributions of farmers, scientists, and Cargill employees. Chilis In an era increasingly defined by rising food costs, Chilis reiterated to customers that it is the go-to dining establishment for getting the best bang for your buck. For $10.99, diners can get bottomless chips and salsa, a drink with unlimited refills, and a Big Smashera burger with, notably, twice as much beef as a Big Mac. In April, Chilis clapped back at high fast food prices with a cheeky two-day pop-up in New York City. At the immersive Fast Food Financing Store, guests were approved for a gift card to offset the cost of a fast food combo meal before being escorted into a Chilis speakeasy. CEO Kevin Hochman and CMO George Felix recognize that Chilis deftly balances its cheeky branding and red-booth nostalgia. At the intersection of playful irreverence and the creature comforts of hospitality sits Chilis secret weapon: alcohol. Chilis has become a hub for margarita drinkers, selling over 24 million of the tequila libations in 2024more than any other restaurant brand. Chilis capitalized on its diners preferred drink by launching $10 Patrón-based margaritas in June. Despite being $4 more than the chains other margaritas, the drinks doubled sales projections in their first three months. Coca-Cola Since its humble beginnings in 1886, Coca-Cola has become a global phenomenon enjoyed in more than 200 countries and territories. This past year, the beloved beverage leaned into its status as an international icon with a number of regionally specific campaigns. In the Middle East, Ramadan Made by showed families connecting over a Coke during the monthlong holiday; Lunar New Year embraced festive packaging and scenes of celebration across Asia; and in Mexico, Shades of Red showcased tienditas and their signature red awnings as a cornerstone of community. Coca-Cola recognizes that its a personal brand as much as a global one. In March, the soda giant relaunched its Share a Coke campaign with personalized packaging and a digital rollout aimed at Gen Z, including a QR codepowered digital hub. Its part of an overall effort to reach younger consumers; in 2024, more than half of Coca-Colas global media strategy was spent on digital media, with emphasis shifted toward social platforms and influencers. View this post on Instagram Dr Pepper Read about how the soda brand capitalized on buzz around “dirty soda” to release its most popular limited-edition flavor ever. Corona As big beer brands expand into the nonalcoholic beverage market, Corona went where no N/A beer has gone before: the Olympics. In 2024, Corona Cero was the leading brand at the Paris Olympics, thanks to savvy maneuvering by AB InBevs CMO Marcel Marcondes and his team. With alcoholic beverages verboten for regular ticket holders at the Paris games, Corona Cero was a rule-abiding workaround, and AB InBev served as the events first global beer sponsor. The sponsorship was accompanied by the For Every Golden Moment campaign, which highlighted the celebratory spirit of the gamesand will be revived for the Milano Cortina Olympic Winter Games in 2026. In 2025, Corona’s flagship beer has been the star as the brand celebrates its 100th birthday. As part of the festivities, the beer giant launched the Beach 100,” a curated list of the worlds most iconic beaches. By purchasing the special-edition 100th Anniversary pack and scanning the QR code, consumers could win a trip to one of the crowned oases. Gozney When Tom Gozney switched his business model from commercial pizza ovens to portable, cmpact ones in 2016, he leveraged the influence of celebrated chefs to bring his product to the masses. Its a business philosophy that Gozney has sustained into 2025. This past year, the brand tapped longtime partner Matty Mathesonchef, YouTube sensation, and producer and actor on The Bearto head up its Cook Different campaign. For the project, Matheson channeled old-school infomercial hosts, all while bringing his signature frenetic energy to the videos. The campaign teed up Matheson for a proper product release: The Matty Matheson Signature Tread. Released in June, the orange ovens are bold and whimsical, just like Matheson himself. Key to Gozneys cultural impact is its embrace of long-form YouTube contentits most recent series is Pizza With Frank, starring pizzaiola Frank Pinello of Vice fame. The brand has a booming YouTube presence. As of late November, Gozney had more than 383,000 YouTube followers and a subscriber growth rate in the top 10% of all YouTube channels. Heinz Super Bowl LIX proved to be a catalyzing cultural moment for Heinz to create brand buzzall without having its own big-game ad. The condiment company lent its fan-favorite brigade of wiener dogs to Instacarts Super Bowl commercial, catapulting them to being the second-most-mentioned brand on X during the game. But it was the half-time shows inclusion of MustardKendrick Lamars Not Like Us producerthat set the stage for Kraft Heinz global chief growth officer (and CMOs of the Year honoree) Diana Frost and her team. About two minutes into the track TV Off, Kendrick yells out a long and guttural Mustaaaaaard! The yawp became a meme unto itself, beloved by fans and even parodied by The Minions. Heinz jumped at the opportunity to be involved. In February, the same month as the Super Bowl, Heinz released a 30-second spot teasing a forthcoming collaboration with DJ Mustard (born Dijon Isaiah McFarlane). The limited-edition Heinz Mustaaaaaard, a piquant honey mustard with jalapeos and chipotle, dropped in June at Buffalo Wild Wings, followed by a retail rollout. The new condiment hit shelves on the heels of a banner 2024 for Heinz, when the 150-plus-year-old company generated more than 3.6 billion earned media impressions. McDonalds How does a brand as big as McDonalds stay relevant? By embracing nostalgia and emerging markets in equal measure. In summer 2024, McDonalds relaunched its collectible cups after 20 years. Spotlighting brands like Beanie Babies, Barbie, and Hot Wheels, the collection sold 15.8 million cups, with nearly all 33 markets sold out within 14 days and resale values spiking on eBay and Grailed. Another brand throwback, the cult favorite McRib, first introduced in 1981, found a spot back on the menu in time for the 2024 holiday season. Half-gallon jugs of the signature sauce were available online as well. The McDonalds marketing team, helmed by CMO Morgan Flatley, worked to attract younger consumers as well. For its Chicken Big Mac campaign, the chain hosted an unscripted Twitch livestream with superstar influencer Kai Cenat. Cenat invited a few famous friends, including John Cena and Fanum, to debate an age-old question: Is a Big Mac with chicken still a Big Mac? The campaignthe brands first on Twitchracked up 30 million streams and 500 million views, and generated 35 billion earned impressions for McDonalds. Oatly Alt-milk purveyor Oatly wanted would-be customers to know that its creamers are actually their ideal coffee companionthey just don’t know it yet. The brand conjured up a faux medical condition, DOMP (Dormant Oatmilk Preference), and an accompanying ad spoofing pharmaceutical commercials. You might already prefer the taste of Oatly over cow milk, but dont know it yet, says actor Chris Parnell in voice-over. As part of the broader Blind Love campaignand to diagnose DOMPOatly embarked on a sampling tour across the U.S., passing out thousands of cups of coffee to create an opportunity to try Oatly. For the Fanciest Parking Lot Coffee campaign, Oatly tapped into a similarly silly and provocative marketing strategy: To promote the packaging overhaul of its oat milk creamers, Oatly staged a low-brow meets high-brow mashup at different grocery store parking lots. There, shoppers were treated to white-glove coffee service, replete with gold-tinged carts, an Oatly Creamer ice sculpture, and live classical music. Patrón Tequila Patrón has leaned into its ethos of being an ideal companion for a good time by reinforcing its connection to live entertainmentand positioning concerts as the perfect environment to enjoy its newest offering, Patrón Cristalino. When it launched the tequila in fall 2024, the band partnered with acclaimed Latin artist Becky G for a Los Angeles showcase. It rolled into 2025 festival season with a Live Nation partnership that made Patrón’s products mainstays for music fans nationwide. The brand made its festival debut in April at the Tortuga Music Festival in Fort Lauderdale Beach Park, followed by stops at Lollapalooza, Austin City Limits, and EDC Orlando. At Raleighs Dreamville alone, Patrón poured more than 27,000 cocktails in two days. A fixture of the partnership is Hacienda Patróna music festival activation created by Live Nation’s experiential team, featuring immersive, multistory bars inspired by the companys Jalisco distillery. Poppi Poppi isnt like other sodas. Its part of what the brand calls the modern soda seta prebiotic, functional pop that earned its own dedicated retail destination. Stores like Walmart and Target have adopted the initiative, unveiling entire sections for the drink category. Poppi further elevated its partnership with Target by launching an exclusive Cream Soda flavor as well as a 20-piece limited-edition apparel collection. Efforts like these have helped Poppi break out beyond beverage to full-fledged lifestyle brand. It’s achieving that goal with the help of influencers: For its Soda Thoughts Super Bowl campaign, Poppi enlisted popular creators like Jake Shane, Alix Earle, and Love Islands Rob Rausch. In the ad, a bevy of young consumers are wracked with beverage indecision. Thenarrator asks, What if there were a better soda? before making the case for Poppi as a compelling low-sugar alternative. The Gen Zcentric approach helped keep its place as Amazon’s top-selling soft drink for the third year running. In 2024, Poppi netted more than 299 million TikTok views. Sprite This past year, Sprite climbed up the soda ranks, surpassing Pepsi as the #3 soft drink in the United States in April. It did that by embracing a tried and true strategytapping athletes as influential cultural ambassadorswith stars from a younger generation. Since Sprite first launched the Obey Your Thirst campaign in the 1990s, NBA athletes like Grant Hill and Kobe Bryant have lent their talents to the beverage behemoth. In 2024, the brand revived the iconic tagline with help from Minnesota Timberwolf Anthony Edwards and Olympic Gold Medalist ShaCarri RichardsonSprites first female athlete partner. The lead spot brings back Hillthe star of the original 94 campaignas the narrator. The revamped campaign also signed its first NFL player, Eagles quarterback Jalen Hurts. Athletes made their marks across other Sprite campaigns. Edwards is the face of Anta Claus, which promotes Sprites seasonal Winter Spiced Cranberry flavor, and Atlanta Hawks point guard Trae Young riffs on his nickname Ice Trae in promos for the limited-edition Sprite Chill. The drinkoutfitted with a unique cooling sensationbecame a top seller in 2024, generating $40 million in a 13-week window. Sweetgreen Steak isn’t a food that screams salad chain. But the eatery proved that even indulgent options could get the Sweetgreen treatment. In response to growing consumer demands for more protein-rich choices, Sweetgreen introduced its first-ever steak option to be added to salads, grain bowls, and platescaramelized-garlic steak, with pasture-raised, grass-fed beef. Its a recipe befitting the chains focus on thoughtful sourcing and farm-fresh ingredients. In celebration of National Farmers Day, Sweetgreen partnered with digital fashion brand MNTGE on a work-wear jacket, with proceeds benefiting the National Young Farmers Coalition. Other farm-forward initiatives included a partnership with the nonprofit Food Access L.A. and The Faces of the Farm, a storytelling campaign to shine a light on Sweetgreens seasonal summer ingredients. In addition to farmers, Sweetgreen also celebrates the industry-shaking chefs that transform their products. This past year, the brand launched its first-ever Korean-inspired menu in collaboration with the Michelin-starred steakhouse Cote. View this post on Instagram Violife Who better to beat your brands drum than Blink-182 drummer Travis Barker? In 2024, he teamed up with dairy-alternative purveyor Violife to promote its new cream cheese block. As part of the social media campaign, Barker called the lineup of cheesesfree of lactose, gluten, soy, and nutsthe last step in cutting cheese from my diet (and, to use his punk rock parlance, fucking awesome). The musicians Violife reel on Instagram garnered over 4 million views and 73,000 likes. In 2025, the company has gone wide with its lentil-based coffee creamers, which launched in January at Walmart, and got a nationwide campaign and retail expansion in March. The brand’s “Creamy Confessions” effort brought in reality stars and coffee influencers to get people who dabble in the dairy-free lifestyle to commit. This story is part of Fast Companys 2025 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brands purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.
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For the past decade, quantum computing has struggled to balance promise and practicality. While the worlds most advanced systems remain engineering marvels, theyre bedeviled by the same flaw: the fragility of qubitsthe fundamental units of quantum dataand the delicate hardware required to control them. A single fluctuation, for example, can collapse a quantum state, invalidating a computation. Most quantum systems also depend on large-scale refrigeration colder than deep space, with cryogenic racks that often occupy multiple rooms. Scaling quantum systems demands exponential increases in cost, energy, and environmental stability. So while the U.N. has designated 2025 as the International Year of Quantum Science and Technology, for all its scientific significance, quantums commercial trajectory remains narrow. But Japanese conglomerate Nippon Telegraph and Telephone Corp. (NTT) is attempting to rewrite that equation. In partnership with Japan-based quantum technology developer OptQC, NTT is attempting to break current orthodoxy through what is known as optical quantum computing, which uses photons instead of electrical currents to perform calculations. Since photons generate less heat compared to electron-based systems and can travel without resistance, these systems consume far less power. NTT argues that optical systems can be faster and more energy-efficient, forming the basis for greener, more sustainable computing. This combination not only accelerates computational capability but also reduces environmental impact, positioning quantum technology as a foundation for a sustainable digital future, says Shingo Kinoshita, SVP and head of R&D planning at NTT. Rather than relying on cooling systems, NTTs design utilizes light sources and error-correction technologies developed under its Innovative Optical and Wireless Network (IOWN) initiative. Japans broader industrial strategy sits just beneath the surface of this partnership. With the U.S. and China locked in geopolitical competition over quantum supremacy, Japans photonic-first model is being positioned as an alternative: one that favors energy efficiency and manufacturability over extreme-environment engineering. Today, the energy footprint of AI is emerging as a global challenge. Optical quantum computing processes information with light, enabling dramatically lower power consumption and scalable qubit growth through optical multiplexing, Kinoshita says. A million-qubit road map The approach builds on a series of rapid scientific breakthroughs across Japans quantum ecosystem. Over the past year, NTTalongside RIKEN, Fixstars Amplify, the University of Tokyo, and the National Institute of Information and Communications Technologydemonstrated the worlds first general-purpose optical quantum computing platform capable of running calculations without any external cooling. The upcoming platform fits inside a single room, a feat that many leading quantum systems developers cant claim. NTT and OptQC outlined a five-year plan leading to the 2030 milestone. During the first year, the companies will conduct technical studies and begin codesigning while identifying early use cases with external partners. In the second year, they plan to build complete development environments for hardware and software. In year three, they expect to begin verifying enterprise use cases such as drug development, financial optimization, materials science, and climate modeling. The final phase will focus on scaling the system to reach millions of qubits and making it reliable enough to handle real-world use cases, thereby preparing the technology for adoption among companies, governments, and industries. Qubits must scale into the thousands for quantum computing to surpass the current capabilities of AI. Unlike classical bits used in general-purpose computing systems, which exist as 0 or 1, qubits can exist in multiple states simultaneously, enabling exponentially faster processing of complex calculations. The 2030 vision of 1 million qubits is not just about performance, its about redefining how we align advanced computing with planetary limits, Kinoshita says. In the near term, as we aim for 10,000 qubits by 2027, the first impact will be within NTTs own communications infrastructure. Japans photonic bet to power AI As AI models grow in size and complexity, the demand for simulation, optimization, and high-dimensional problem-solving has also increased exponentially. NTT asserts that photonic quantum systems will become essential accelerators for next-generation AI and telecom networks such as 6G. In classical systems, electrical signals travel through semiconductor processors. Photonic systems replace those electrons with light, transmitting information through properties such as photon number, polarization, and amplitude. However, practical commercial quantum computing requires a scale of 1 million logical qubits, along with reliable quantum error correction, a mechanism that detects and corrects the subtle errors qubits constantly make. Todays machineseven the most advanced systems by IBM, Google, and otherssit orders of magnitude below that mark and remain extremely sensitive to environmental disturbances. NTT claims that photonics changes the math. Scaling to 1 million qubits by 2030 and then moving into mass deployment will demand a robust supply chain. Achieving high-performance quantum light sources and improving yield in precision fabrication will be critical steps, Kinoshita explains. In essence, this means NTT must be able to reliably manufacture the key components, such as high-quality light sources, and improve production yields so the hardware can be built at scale. By 2030, with 1 million qubits, the scope expands beyond telecom,” he adds. “NTT plans to explore these opportunities through partnerships with leaders in chemistry, finance, and industrial sectors. The global stakes of a photonic strategy This is not the first attempt at room-temperature quantum hardware, as companies like Sydney-based Quantum Brilliance are also pursuing cryogenics-free architectures. Quantum Brilliance is targeting edge and data-center deployments with compact photonic-inspired diamond devices, while Atom Computing, headquartered in Berkeley, Calfornia, is building large-scale, room-temperature systems that use neutral atoms. We truly believe that optically controllable neutral atom qubits allow a level of flexibility and practicality to the challenge of controlling millions of qubits with high-fidelity, low-crosstalk signals at room temperature, says Ben Bloom, founder and CEO of Atom Computing. But NTT argues that photons, not electrons or atoms, offer an architecture capable of reaching true commercial scale. Its thesis is simple: Light is inherently more stable, generates less heat, and is ultimately more manufacturable than any matter-based system. This shift transforms quantum computing from a niche technology into a broadly available resource,” Kinoshita says. Still, experts caution that the light-based computation path comes with its own unresolved challenges. Photonics faces significant challenges that often get glossed over in the roomtemperature narrative, says Yuval Boger, chief commercial officer at Boston-based QuEra Computing. You need near-perfect sources and detectors at scale, plus efficient photon-photon interactions, which don’t occur naturally and require complex optical elements. The engineering complexity of building a fault-tolerant photonic quantum computer with thousands of high-fidelity qubits is immense. If NTT stays on track, the worlds first million-qubit system may come from a room-temperature optical platform in Tokyo, engineered for real-world use cases including molecular simulation for drug discovery and materials science, financial risk modeling, and manufacturing optimization. Beyond technology, global coordination for specialized materials and resilience against geopolitical risks remains essential, Kinoshita says. When these systems can run in standard IT environments with ultra-low power consumption and rack-scale integration, enterprises will see cost-effective performance, governments will recognize strategic advantage, and the public will experience tangible benefits like greener networks and faster innovation. That moment will mark quantums shift from experimental to essential.
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In case you havent been deluged with enough day-themed holiday shopping sales yet, the travel industry will try to tempt you with some seemingly tantalizing travel offers on December 2, aka Travel Tuesday, traditionally the first Tuesday after Thanksgiving. But whether the travel deals are actually steals may require you to do some research in advance and read the fine print so you dont face some unexpected fees once youre on vacation. If you regularly book through a specific travel provider and have a sense of what you normally pay, that will help you to better suss out whether youre actually saving money. Knowing what a specific trip or ticket would normally cost is important because travel providers may have artificially inflated the price just to offer a discount this week, Sally French, a travel expert at NerdWallet, cautioned to the Associated Press. Theres a sense of urgency with deals like these, she said, but its also important to make sure a trip that youre booking actually works for you and is something you genuinely want. That said, there may be some discounts that are worth taking advantage of. Here are some highlights. Blanket discounts with specific companies For seasoned travelers, some of the most attractive offers this week will likely come from companies you already book with regularly. Even then, however, there are some asterisks to each of these deals. Perhaps they can be used only on select dates or for specific locations, for example, which may put a damper on your wanderlust. Amtrak may not seem like the most exciting place to begin, but if you regularly travel by trainor have a trip in mindyou may be able score up to 25% off regularly priced fares if you book a ticket by December 3 for travel anytime from January 5 to March 15, 2026. That said, there are four blackout dates that coincide with holidays in January and February, while some routes arent eligible for the discount. If you do have your eye on something a bit more exciting, then insiders (aka people who have supplied their information) could score up to 20% off a stay at one of the boutique hotels in the Proper Hotels collection, along with a $175 dining credit. And Marriott is offering discounts ranging from 15% to 25% off stays at participating locations for reservations made through December 2, depending on whether or not youre a Bonvoy member and book through its app. Many major airlines are also advertising discounted fares for flights booked on Travel Tuesday; however, deals are primarily focused on specific routes. Deals on booking sites Aggregators in the travel world are also getting in on the action with some specials. Discounts range widely in terms of whats being discounted and the amount, but its worth checking the various sites if you have a trip in mind. You may be able to score up to 40% off by booking accommodations through Booking.com, while Hotels.com is promising up to 50% off on reservations for eligible hotels and resorts. Not to be outdone, Priceline is offering up to 60% off select travel packages, and some people may even be able to score up to 75% off at a curated list of 24 hotels by booking through Expedia. Some property owners are running their own promotions for bookings on Airbnb and VRBO, though youll have to have some dates and locations in mind to find those deals. More broadly, Airbnb is offering up to 50% off a single experience or service in Los Angeles, New York, or Paris if you book through Thursday, December 4. Discounts for cruises, resorts The most tantalizing, but trickiest, deals to navigate are often at resorts or for cruises. Thats because the discounts offered this week may not tell the full story of how much youll pay once you arrive, as fees and on-site activities can be quite expensive. This is the area of Travel Tuesday where you may want to proceed with caution lest you sign up for a trip that turns out to be far more expensive than you realized. Its also fair to wonder why specific locations are so heavily discounted when others are not. You can score up to 65% off reservations and potentially get some other money-saving perks at select Sandals Resorts locations for travel booked through December 2. And Club Med has extended a sale through December 2, offering up to 50% off at some of its all-inclusive resorts. The major cruise operators are seemingly always running some sort of sale, but the discounts may be bigger this week. Princess is offering up to $800 off fares, while Royal Caribbean is advertising up to $1,000 off its fares. And you can save up to 75% off the booking for a second guest with Celebrity Cruises. But if all these deals feel dizzying, travel experts say dont book just for the sake of booking. The decline in international visitors to the U.S. has seen many travel companies discount rates to ensure they are booked, and that trend will likely continue. As French told the AP, rest assured: If you dont buy on Travel Tuesday, you havent missed your moment.
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