These 6 Parent Companies Are Stewarding Some Of Our Most Iconic Brands

Sometimes, great brands travel in packs. That’s often a testament to hard work being done at their parent organizations to build out individual brands that strengthen the broader company at the same time.

Whether they are a crucial part of consumers’ everyday like Albertsons Companies and Colgate, or helping them take care of their furry friends like Mars and Rhodes Pet Science, these honorees in 2024 Brands That Matter are more than mere parent companies but stewards of the brands we love.

Albertsons Companies

The parent company of U.S. grocery chains like Albertsons, Safeway, and Jewel-Osco is trying to make food and health an easier experience through health and wellness offerings. Key to reaching that goal is its work with the brands’ app. Through AI-enabled vertical shopping features like  Shoppable Recipes and Store Mode, the company’s app visually guides users through recipes, helping them find items in stores and scan products for deals. Meanwhile, the “Sincerely, Food” campaign showed us what food “sees,” emphasizing the role of food in creating memorable moments and fostering well-being. The campaign helped the app boost digital sales by 24% and loyalty membership by 16%, reaching 39.8 million by the end of 2023. This year, the company’s retail media arm, Albertsons Media Collective, debuted Collective TV, which gives advertisers options for targeting, measuring, and optimizing campaigns across streaming, digital video, and soon linear TV. In 2024, the FTC sued to block its proposed $24.6 billion merger with Kroger, citing antitrust concerns in what would be the largest supermarket merger in U.S. history. The court battle concluded in November, and Kroger told investors that it plans to finalize the deal by the end of 2024. 

Colgate

Colgate’s primary goal this year was to remind consumers about their superpower. The Colgate-Palmolive subsidiary positioned its “My Smile Is My Superpower” to address a growing challenge among young adults: smile confidence. It included premiering an original music video, “The Beauty of Gaps,” which includes a whistled rendition of Katy Perry’s empowering anthem “Roar.” The campaign met its Gen Z audiences where they are, whether with its custom Snapchat filter or a two-hour Twitch livestream that amassed 1.1 million views. Its partnerships included influencers like Hannah Godwin, who talked about the brand’s ComfortFit LED Teeth Whitening Kit as her must-have wedding prep product. Overall, Colgate’s commitment to brightening smiles reached 65 million children last year and aims to reach 2 billion kids by the end of 2025.

Hasbro

Last year, the home of iconic brands like Monopoly, Play-Doh, Transformers, Peppa Pig, and Dungeons & Dragons celebrated its 100th anniversary. To celebrate, Hasbro launched Scopely’s Monopoly Go!, which generated $2 billion in revenue within its first 10 months, making it the biggest mobile game launch of the year. The beloved ’90s toy Furby also relaunched in 2023, selling out on Amazon within 48 hours of presale and becoming a holiday sensation. Hasbro launched the “Play-Doh Kids Can” campaign this past September. To help encourage open-ended play, it worked to promote the Play-Doh Imagination Curriculum for families and educators, reaching classrooms across the U.S. and Canada. In partnership with nonprofit First Book, Hasbro donated 2 million cans of Play-Doh and curriculum materials to 400,000 students in Title 1 schools.

Mars

Mars manages brands that spread joy in vastly different ways. On one hand is Pedigree for our four-legged friends, and for our sweet tooth, brands like M&Ms and Skittles. Each is a powerhouse in its own right. Over the last year, Skittles amplified its support for the LGBTQ+ community during Pride by featuring unique packaging designed by LGBTQ+ artists and linking it to meaningful stories through Audible. Mars also enhanced its emotional connection with pet lovers by introducing the Cesar Canine Cuisine Workplace Grants program and helping businesses become more dog-friendly as well as by supporting the “Puppies for Parole” program through Royal Canin. Dove Chocolate launched the Mom Experience Translator, an AI tool built to help moms reenter the workforce, translating parenting skills into job-ready qualifications. And then there’s M&Ms: The iconic candy scored a touchdown during the Super Bowl with its “Almost Champions Ring of Comfort” campaign, which used peanut butter to make a real diamond ring for the losing team. 

Rhodes Pet Science 

Rhodes Pet Science is the parent of Bonkers pet snacks as well as Nood and Goodlands pet food brands. Bonkers has become the world’s fastest-growing pet treats brand globally within 24 months, as well as the most-loved pet treats brand on TikTok. It also launched “The Pet Jingle,” the first ever jingle made by pets for pets. The music video features vocals by Mishka the Husky, while Alfie the Cat plays a miniature piano.

J.M. Smucker Co. 

Smuckers is home to the snack-happy juggernaut that is Uncrustables, but the company has also crafted hits this year for a number of its other brands. Meow Mix reasserted its dominance in the cat food category through its “Meow ReMix” campaign, revamping its jingle in various music genres, including a boy-band inspired version with JC Chasez. Another standout from the Smuckers portfolio is Café Bustelo, now one of the fastest-growing brands in the at-home coffee market. Jif peanut butter evolved its long-running “Choice of Choosy Moms” tagline to “That Jif-ing Good.” And ahead of the Super Bowl, Jif launched its “Save the Celery” campaign to promote a celery redemption—a side for wings too often neglected. Jif also spread its brand across collabs with Barstool’s Pardon My Take and Hot Ones. 

This story is part of Fast Company’s 2024 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brand’s purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.