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FBCI 2024 Brands in Culture

Oreo: The World’s Favourite Cookie

Since its debut in 1912 as a chocolate wafer with a vanilla-flavoured filling, Oreo has become the world’s top-selling cookie.


The brand continually finds inventive ways to authentically embed itself into culture. From unique flavor extensions like Sour Patch Oreo to high-profile collaborations and witty social media posts, Oreo consistently captures attention and delights consumers.


How does it remain culturally relevant?


A prime example of Oreo's cultural relevance is its quick social media response during the 2013 Super Bowl power outage, where it cleverly assured fans, “You can still dunk in the dark.” More recently, Oreo seized another blackout-related cultural moment by cleverly symbolizing the obscured sun with an Oreo in Krispy Kreme’s Total Solar Eclipse Doughnut.

Oreo’s success extends internationally, being available in over 100 countries and becoming China’s #1 selling biscuit in 2006. The brand’s diverse portfolio continues to delight and surprise consumers with local flavours like spicy chicken in China and dulce de leche in Argentina.

FB Consumer Index 2024 Chart Oreo

Where does Oreo perform best?

Consistency 59% - “This brand is always consistent”
Pleasure 57% - “This brand gives pleasure to its customers”


How did it rank among the top 100 brands?


#3 for individuality, recognised for being distinctive and different
#4 for innovation, celebrated for creating new and exciting products


With a brand purpose of, “To fill the world with more playful moments”, Oreo most certainly delivers and continues to be a loved and relevant brand across the globe.

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FBCI 2024 Brands in Culture2

Hidden Valley Ranch: Nostalgia Meets Drop Culture

Founded in 1954 by Steve Henson on a dude ranch in California, Hidden Valley quickly became famous for its salad dressing.


What started as a simple recipe evolved into much more. Ranch dressing is now used in a variety of ways—from a dip for wings to a topping for burgers—creating a category of its own.


How does it remain culturally relevant?


The brand has collaborated with Burt’s Bees to create ranch-scented lip balms and teamed up with TRUFF Hot Sauce to launch a luxurious truffle-infused condiment. In a playful twist, Hidden Valley even "partnered" with itself to create Double Ranch, fusing two bottles to form an X — a nod to the collaboration trend — and sold it via a Snapchat Lens.


Hidden Valley Ranch has a huge fan following, with some buying the product by the keg and others setting up ranch fountains at their weddings. America’s favorite ranch dressing continues to innovate, expanding its flavor offerings and formulations to provide consumers with more of what they love.

FB Consumer Index 2024 Chart Hidden Valley Ranch

Where does Hidden Valley Ranch perform best?

Consistency 61% - “This brand is always consistent”

Attachment 53 % - “I trust this brand ”
Pleasure 52% - “This brand gives pleasure to its customers”

Hidden Valley Ranch remains a staple, seamlessly blending nostalgia with contemporary culture and the brand’s slogan "You either love it, or you really love it," is spot on!

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FBCI 2024 Brands in Culture3

Doritos: A Cultural Icon with a Bold Taste

Founded in 1964 in Southern California, Doritos has become a steadfast presence in U.S. culture.
From its partnership with Taco Bell to its attention-grabbing Super Bowl commercials, Doritos' distinctive cheesy taste and crunch make it a standout, as does its bold branding.


How does it remain culturally relevant?


Doritos' success lies in its ability to honour Latin food traditions while appealing to consumers from a wide range of cultures and some recent examples of this include, transforming one side of Las Vegas' pyramid-shaped Luxor hotel into a massive chip and launching an action-packed campaign to promote its Dinamita rolled tortilla chip.

FB Consumer Index 2024 Chart Doritos

Where does Doritos perform best?

Consistency 62% - “This brand is always consistent”
Pleasure 57% - “This brand gives pleasure to its customers”
Mission 53% - “This brand has a promising future”
Authenticity 52% - “This brand will always maintain its credibility”


How did it rank among the top 100 brands?


#2 out of all brands for innovation​
#4 out of all brands for personality​
#5 of all brands on the Consumer Index for individuality​.

Meaning "little golden things" in Spanish, Doritos embodies flavour, boldness, and adventure. According to their website, Doritos “isn’t just a chip; it’s fuel for disruption – our flavours ignite adventure and inspire action.” We couldn't agree more!

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