Once a brand hits its stride, it can be tempting to coast. As these 2025 Brands That Matter enduring impact honorees demonstrate, longevity (in this case, 15-plus years in business) can inspire innovation. That’s particularly true when it comes to finding fresh ways to engage longtime consumers—and court new ones.

From Clinique leaning into its longstanding reputation among dermatologists to Lundberg Family Farms getting its shoppers to care about the cutest aspect of regenerative agriculture, there’s a wide range of ways these brands kept from resting on their laurels.

Blumhouse

As the horror film production studio marked 15 years, this past year, Blumhouse has worked to bring its horror movies to life via immersive experiences (Halfway to Halloween, NY Comic Con, Overnightmare, Halloween Horror Nights, CCXP Mexico), and capitalized on consumer loyalty by broadening its merch offerings. 2025 has been a year for tentpole sequels, including M3gan 2.0 and Black Phone 2, both of which leaned into superfans to get viewers in theaters. Though M3gan 2.0’s box office kept it in the realm of cult fandom, Black Phone 2 earned more than $123 million worldwide after a $27 million opening weekend. 

Clinique

To reach new customers, 57-year-old Clinique went back to its roots as a brand created with dermatologists in 1968. To reach users on social media, the brand set up a Derm Creator Council that makes content focused on trending skincare topics. Content from the council fueled a 299% increase in video views and added more than 65,000 TikTok followers. To expand its role in growing the dermatology profession, Clinique funded a three-year scholarship with the Skin of Color Society Foundation to support medical students focused on skin health equity. It did so while churning out new products and reformulations, highlighting its ability to deliver “That Clinique Glow” with global pop-ups. 

Dirt Is Good

Unilever’s laundry detergent brand Dirt Is Good collects various global product names—Persil, Skip, OMO, and Surf Excel—under a shared ethos: that stains are the mark of a life lived. In 2024, its Argentinian campaign “Stains of Glory”—in which the brand re-created grass and dirt stains from Argentina’s World Cup championship match and encouraged consumers to scan QR codes on ads for a chance to win one of the stained jerseys—reached 63% of the country in summer 2024. This year, it took up another, more taboo, topic in England—period stains. Using survey data showing 6 in 10 girls don’t play sports out of fear of period stains, Persil partnered with Arsenal women on a print and billboard campaign with athletes talking about how period stains are as much part of playing soccer as mud or grass stains. The campaign reached 34 countries and garnered 240 million earned impressions and 4.2 million social engagements in 10 days. Paired with tips on getting bloodstains out of clothes, the campaign lifted time spent on Persil’s site by 45%. 

Lundberg Family Farms

Regenerative farming is still pretty opaque to the average person. To help customers understand its importance, rice-maker Lundberg Family Farms has launched campaigns to get customers to engage directly with its farming site. Every winter, Lundberg floods part of its fields to replicate the fast-disappearing California wetlands, which provide food for thousands of birds. The company also adopts other measures, like sequestering carbon, to give ducks a hospitable nesting environment. Though customers might find it difficult to engage with metrics around healthy soil, they can easily appreciate the value (and cuteness) of duckling rescue. After creating ads showcasing Lundberg’s duck rescue work, the company saw a 12.3% social media engagement rate. Lundberg also launched a Gold Shovel Ticket, giving one lucky entrant the chance to experience its rescue work firsthand—more than 20,000 customers entered the sweepstakes.

Yahoo!

Search engine Yahoo! went retro, launching the “Yahoo Yodel Button” in collaboration with film production company A24 to celebrate the movie Y2K. The novelty button made the iconic Yahoo! sound when pressed. The company further tapped into its nostalgic appeal by launching ads featuring Tae Bo creator Billy Blanks, and a Super Bowl ad where comedian Bill Murray encouraged the audience to send messages to his Yahoo! email address. These throwback efforts brought in a younger audience—millennials and Gen Z now make up almost 50% of the site’s visitors in the U.S.

This story is part of Fast Company’s 2025 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.