These 5 parent companies built big marketing moments around their brands

"When you make the world's top-selling soda, it might be easy to let the market share do all the talking, but that has never been the company's style-and that's especially true of its portfolio beyond the eponymous brand. One of Coca-Cola 's biggest coups of the past year has been Sprite surpassing Pepsi as the U.S.'s number three best-selling soda, in part due to the revival of its "Obey Your Thirst" messaging and collaborations with athletes, including the addition of Philadelphia Eagles quarterback Jalen Hurts."

"It took that momentum global with international Sprite ads focused on refreshment for its summer 2025 global "Turn Up Refreshment" campaign, which included signing on ambassadors from the world of K-pop and Chinese films. Stateside, the Coca-Cola brand partnered with South African pop star Tyla for a campaign encouraging Gen Z to live in the moment-using a cold Coke as a vehicle for them to reengage with the people around them."

"As one of the world's largest breweries, AB InBev's brand portfolio is extensive, and several of its brews notched marketing wins in the past year. Principal among them has been Corona. As the beer celebrated its 100th anniversary, it launched its Beach 100 guide to the world's top beaches and grew the reach of its nonalcoholic Corona Cero (which will also be front and center at the 2026 Winter Olympics)."

Brands That Matter recognizes companies that create cultural and commercial impact across multiple brands. Five 2025 family-of-brands honorees generated cultural moments and sales momentum for several brands within their portfolios. Coca-Cola leveraged portfolio strategy to push Sprite past Pepsi in U.S. sales through a revived "Obey Your Thirst" message, athlete collaborations including Jalen Hurts, and a global "Turn Up Refreshment" summer campaign with K-pop and Chinese film ambassadors. Coca-Cola also partnered with South African pop star Tyla to nudge Gen Z toward present-moment social engagement. AB InBev celebrated Corona's 100th anniversary with a Beach 100 guide and expanded Corona Cero's reach ahead of the 2026 Winter Olympics.

Read at Fast Company