25 Successful CPG Campaigns
Consumer Packaged Goods (CPG) brands often engage in PR campaigns to enhance their visibility, build brand loyalty, and drive sales. Here’s a detailed look at 25 successful PR campaigns from CPG brands that have made a significant impact.
1. Procter & Gamble – “Thank You, Mom” Campaign
Overview: Procter & Gamble’s “Thank You, Mom” campaign celebrated mothers and their role in supporting Olympic athletes. It featured emotional videos and storytelling, emphasizing the sacrifices mothers make.
Impact: The campaign received widespread acclaim for its emotional resonance and generated significant buzz across social media and traditional media channels.
2. Coca-Cola – “Share a Coke” Campaign
Overview: Coca-Cola replaced its iconic logo on bottles with popular names and terms like “Friends” and “Family.” This personalization encouraged consumers to find bottles with their names or those of loved ones.
Impact: The campaign resulted in a significant increase in sales and social media engagement as people shared photos of their personalized bottles.
3. Pepsi – “Pepsi Challenge”
Overview: Pepsi’s “Pepsi Challenge” involved blind taste tests between Pepsi and Coke. Consumers were asked to choose their preferred drink without knowing which was which.
Impact: The campaign increased Pepsi’s market share and was a key moment in the cola wars, generating extensive media coverage and consumer interest.
4. Ben & Jerry’s – “Proudly Serving” Campaign
Overview: Ben & Jerry’s launched a campaign to support LGBTQ+ rights, featuring special edition flavors and partnering with LGBTQ+ organizations.
Impact: The campaign strengthened the brand’s reputation for social responsibility and engaged a loyal customer base supportive of LGBTQ+ causes.
5. Old Spice – “The Man Your Man Could Smell Like”
Overview: Old Spice’s campaign featured humorous, fast-paced commercials starring Isaiah Mustafa. The ads were designed to appeal to both men and women.
Impact: The campaign went viral, significantly increasing Old Spice’s sales and revitalizing the brand’s image.
6. Dove – “Real Beauty” Campaign
Overview: Dove’s campaign featured real women of various shapes, sizes, and ages to promote body positivity. It included TV ads, print ads, and digital content.
Impact: The campaign won numerous awards and increased Dove’s brand loyalty by aligning with consumers’ values on self-esteem and beauty.
7. Snickers – “You’re Not You When You’re Hungry”
Overview: Snickers’ campaign featured celebrities acting out of character due to hunger and being transformed back to their true selves after eating a Snickers bar.
Impact: The campaign was highly successful in terms of engagement and brand recall, contributing to a significant boost in sales.
8. Heinz – “The Heinz Memorial” Campaign
Overview: Heinz celebrated the legacy of its iconic ketchup by creating a limited-edition ketchup bottle that featured a vintage design and a historical tribute.
Impact: The campaign drew on nostalgia and leveraged Heinz’s rich history, engaging long-time customers and attracting media attention.
9. L’Oréal – “Because You’re Worth It”
Overview: L’Oréal’s campaign has been running for decades and emphasizes self-worth and empowerment, targeting diverse audiences with inspirational messaging.
Impact: The campaign has solidified L’Oréal’s position as a leader in the beauty industry and fostered a strong connection with consumers.
10. Tide – “Loads of Hope”
Overview: Tide’s “Loads of Hope” campaign provided laundry services to communities affected by natural disasters. It was a mix of charitable work and brand promotion.
Impact: The campaign enhanced Tide’s brand image as a socially responsible company and garnered positive media coverage.
11. Gatorade – “Be Like Mike”
Overview: Gatorade’s campaign featured Michael Jordan and encouraged athletes to perform like him by drinking Gatorade. It included memorable ads and endorsements.
Impact: The campaign significantly increased Gatorade’s market share and solidified its association with athletic excellence.
12. Charmin – “Enjoy the Go”
Overview: Charmin’s campaign featured humorous and light-hearted ads promoting their toilet paper. It included interactive content and engaging social media posts.
Impact: The campaign resonated with consumers and boosted Charmin’s visibility and sales.
13. Nature Valley – “The Nature Valley Trail”
Overview: Nature Valley created a trail that people could walk and experience nature, integrating their product into an outdoor adventure.
Impact: The campaign effectively promoted the brand’s natural image and engaged consumers through experiential marketing.
14. M&M’s – “The M&M’s Characters”
Overview: M&M’s used its colorful characters in various ads and social media campaigns, creating humorous and memorable content that showcased the brand’s fun personality.
Impact: The campaign increased brand awareness and created a lasting connection with consumers through entertaining and relatable content.
15. Clorox – “The Clorox Scrub Squad”
Overview: Clorox created a team of cleaning experts who provided tips and tricks for maintaining a clean home. The campaign included video content and social media engagement.
Impact: The campaign positioned Clorox as a leader in home cleaning solutions and generated positive consumer interactions.
16. Reese’s – “Reese’s Lover’s Day”
Overview: Reese’s celebrated Valentine’s Day with a campaign focused on chocolate lovers, including social media contests and special edition products.
Impact: The campaign drove consumer engagement and increased sales during the holiday season.
17. Kraft – “Mac & Cheese Live”
Overview: Kraft used live streaming to showcase the preparation of their famous mac and cheese, integrating real-time engagement with their audience.
Impact: The campaign generated excitement and interaction, reinforcing Kraft’s position as a household favorite.
18. Perrier – “Perrier x Keith Haring”
Overview: Perrier collaborated with artist Keith Haring to create limited-edition bottles featuring his iconic artwork. The campaign included special events and promotions.
Impact: The collaboration attracted attention from both art and beverage enthusiasts, boosting Perrier’s brand visibility.
19. Cheetos – “Cheetos Museum”
Overview: Cheetos created a virtual museum showcasing uniquely shaped Cheetos snacks, encouraging consumers to submit their own discoveries.
Impact: The campaign engaged consumers with interactive content and increased brand interaction through user-generated content.
20. Red Bull – “Stratos”
Overview: Red Bull sponsored Felix Baumgartner’s record-breaking skydive from the edge of space, generating massive media coverage and social media buzz.
Impact: The campaign reinforced Red Bull’s brand identity as an adventure and sports leader, significantly boosting brand recognition.
21. Colgate – “Bright Smiles, Bright Futures”
Overview: Colgate’s campaign focused on providing dental education and services to children in underserved communities, highlighting their commitment to oral health.
Impact: The campaign improved Colgate’s brand image as a socially responsible company and attracted positive media coverage.
22. Budweiser – “America”
Overview: Budweiser’s “America” campaign rebranded their beer cans with patriotic themes and names, tying into national pride and major holidays.
Impact: The campaign generated significant consumer interest and media attention, aligning the brand with American culture.
23. P&G – “#LikeAGirl”
Overview: This campaign challenged stereotypes and promoted female empowerment through powerful video content that redefined the phrase “like a girl.”
Impact: The campaign received widespread acclaim and awards, enhancing P&G’s reputation for supporting gender equality.
24. Skittles – “Taste the Rainbow”
Overview: Skittles used playful and irreverent advertising to promote its colorful candy, including humorous TV ads and creative social media content.
Impact: The campaign reinforced Skittles’ fun brand image and increased consumer engagement through memorable content.
25. Tropicana – “Tropicana Pure Premium”
Overview: Tropicana’s campaign focused on the purity and freshness of their orange juice, including a redesign of their packaging and a new marketing strategy.
Impact: The campaign led to increased sales and improved brand perception by emphasizing product quality and freshness.
These PR campaigns showcase the diverse approaches CPG brands use to engage consumers, build brand loyalty, and drive sales. From emotional storytelling and humorous content to innovative collaborations and interactive experiences, these campaigns highlight the power of effective public relations in shaping brand success.
