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Zoom was hardly a household name a few months ago. But now it is dominating virtual offices everywhere. Clorox has long enjoyed high awareness, but now the brand can’t make enough of its disinfectant wipes as they fly off store shelves. The coronavirus has brought new attention to typically boring, decades-old consumer staples, while hastening the rise of digital newcomers that were only just beginning to gain traction pre-pandemic.
In America’s Hottest Brands, Ad Age chronicles 20 brands that are having a moment. Our list includes Chewy, which is taking advantage of the rise in pet adoptions, and Michael Jordan, who is newly relevant 17 years after he stepped off the court, thanks in part to ESPN’s documentary that arrived while all pro sports were on hiatus. Bored consumers stuck at home turned to games including Nintendo’s Animal Crossing and hungered for wacky entertainment like “Tiger King.” Services including Tock and Instacart pivoted to address new demand and remain relevant when the dust settles.
Without the onslaught of the virus, this list would look very different, but the fact that these brands are rising to the occasion—many have seen their sales increase or market share grow since March—speaks to their long-term potential in a post-COVID world.
Animal Crossing
If there's one game that has dominated the coronavirus pandemic, it's Nintendo's "Animal Crossing: New Horizons." With leisurely, simple and repetitive gameplay, the cartoon life simulator, exclusively on Nintendo's Switch, has been a cure for stressed-out people looking to fill lockdown hours. "New Horizons," the fourth installment in the "Animal Crossing" franchise, sold more than 13 million copies in its first six weeks since debuting on March 20, according to Nintendo's May 7 earnings.
Left to control their own tropical islands, players buy and trade items including wood and bugs to transform them into virtual paradises as they befriend anthropomorphic animals. With the ability to visit friends' islands by simply connecting to the internet, players have been recreating graduations, protests and even weddings in-game.
Animal Crossing's popularity and customizable features give it potential as a marketing platform. Clothing brands like Marc Jacobs and Valentino have created clothes for players' characters, while KFC and Sunkist are building branded islands to host virtual events. —Ilyse Liffreing
Chewy
One silver...