When the world is in flux, brand moves matter more than ever.

We ranked 61 Superbowl 2025 Ads on a scale from 0 (serious) to 10 (ridiculous). Because when incumbents zig, challengers zag.

We signed up for 100 Challenger Brand newsletters to find out.

From impactful partnerships to unfiltered social media campaigns, parenting brands are “changing” the game.

33% of Americans are making mental health resolutions for 2025. For Challenger Brands, this trend presents an opportunity to rewrite the cultural rule that New Year’s resolutions are solely about superficial transformation.