In 2025, the best consumer publicity campaigns weren’t just advertising. They were pop culture drops, conversations, emotional lifelines, or sometimes just perfectly timed jokes. As brands battled for attention in an increasingly distracted world, the winners this year leaned on authenticity, cultural awareness, storytelling, and smart use of emerging platforms. Importantly, they often shifted the lead away from traditional marketing departments and toward communications and PR teams empowered to act boldly and responsively.
Here’s a look at ten standout campaigns—and what they tell us about where consumer publicity is headed next.
1. Pinterest & Emma Chamberlain’s Coffee Collab
Pinterest’s surprise co-branded product launch with creator Emma Chamberlain, a Sea Salt Toffee Coffee, was a textbook case of PR-led product storytelling. Rather than being a pre-packaged influencer tie-in, the campaign emerged from a long-term relationship, with Chamberlain frequently referencing Pinterest organically in her content. The collaboration felt earned.
What made it successful wasn’t just the coffee—it was how seamlessly it tied into Chamberlain’s identity, Pinterest’s evolving lifestyle brand vision, and the natural conversations happening between creators and fans. Instead of buying attention, they harnessed it.
Lesson: When PR teams take the lead, and creators are treated as co-architects rather than ad space, consumer trust and buzz follow.
2. Vita Coco’s Valentine’s Day Pop-Up
Instead of sending out over-the-top influencer boxes, Vita Coco went grassroots. In the heart of NYC, the brand set up a vending machine-style Valentine’s Day booth offering free Strawberries & Crème Treats made with its signature coconut water. Passersby lined up, shared selfies, and organically created the content brands usually have to pay to produce.
The campaign was a love letter to real people. It reflected a broader cultural shift: consumers are growing wary of staged influencer content and appreciate brands showing up authentically and interactively in the real world.
Lesson: Gifting culture is giving way to community culture. Pop-up activations that prioritize fun, human interaction—and yes, coconut water—generate better PR than gifting kits ever could.
3. Powerade & Simone Biles: The Vault
Powerade’s campaign with Olympic icon Simone Biles, titled “The Vault,” tackled a subject far bigger than hydration: mental health. By focusing on Biles’ personal story and the pressure elite athletes face, the brand positioned itself not just as a sports drink, but as an advocate for human wellness.
Rather than centering the product, the campaign let Biles’ narrative drive the message. It landed with power because it felt necessary. The coverage was massive—and more importantly, it shifted how people perceived Powerade’s role in sports culture.
Lesson: Social issue campaigns resonate most when they feel personal, not performative. Let the people at the center lead the story.
4. Dell’s “The I.T. Squad” Comedy Series
In a world saturated with flashy, high-budget ads, Dell broke through with an old-school tactic updated for 2025: workplace comedy. “The I.T. Squad,” a short-form web series shared primarily through Reddit and YouTube, depicted the absurdities of office tech life with warmth and self-awareness.
It worked because it felt like it was made for the people who actually use Dell products—not some idealized lifestyle audience. The show sparked memes, comment threads, and genuine fan culture, turning a traditional tech brand into a surprising content player.
Lesson: Speak to your core audience with humor and honesty, and they’ll become your loudest advocates.
5. Cadbury’s Gorilla Returns—with a Twist
In a rare and risky move, Cadbury rebooted its beloved 2007 drumming gorilla ad—only this time, the gorilla played “Total Eclipse of the Heart.” The campaign leaned hard into nostalgia, and it worked brilliantly. Sales spiked, social media buzzed, and even younger audiences embraced the throwback.
Rather than simply recycling the old ad, Cadbury gave it new emotional weight. It was whimsical, self-aware, and perfectly timed to hit the cultural craving for comfort during uncertain times.
Lesson: Nostalgia isn’t just a gimmick. When done right, it’s a powerful emotional bridge between generations and brand values.
6. IKEA India & the Severance Moment
On the day the finale of the cult-favorite show Severance dropped, IKEA India released a minimalist furniture ad that perfectly mimicked the sterile, eerie office aesthetic of the series. The tagline? “For work that is mysterious and important.”
It was quick, clever, and not at all about selling a product in the traditional sense. Instead, it was about proving the brand understood culture—deeply. The post exploded online and earned global coverage, despite being hyper-targeted and relatively low-budget.
Lesson: Cultural timing isn’t about reacting fast. It’s about planning for the moments you know are coming—and meeting them with wit and style.
7. Oatly’s “Do the Blind Taste” Challenge
In an era where consumers are skeptical of marketing spin, Oatly leaned into transparency—literally. The oat milk brand launched a campaign inviting people to blind taste dairy vs. oat milk, then filmed their unfiltered reactions. The ads used real quotes like “I like Oatly if I don’t know it’s Oatly.”
It was bold, vulnerable, and unexpectedly hilarious. And it made people curious enough to try it themselves. The campaign emphasized product over performance, proving confidence in the quality and sparking genuine conversation.
Lesson: If your product is good, let it speak for itself. And if people react honestly—even if it’s funny—lean into it.
8. Commence by Brooke Shields: Aging Redefined
Brooke Shields’ new beauty brand, Commence, launched with a campaign that felt revolutionary not for how it looked, but for who it showed. Featuring older women joyfully embracing their age, the visuals and messaging celebrated beauty beyond youth. It wasn’t about anti-aging—it was about pro-aging.
The campaign stood out in a space overcrowded with perfect 22-year-old faces. Women saw themselves represented with dignity and excitement. Sales jumped. Media picked it up as a cultural statement, not just a product push.
Lesson: Representation isn’t a box to tick. It’s a lens through which entire campaigns can be reimagined—and re-energized.
9. Fashion’s Turn Toward Escapism
Across high fashion, a trend emerged in 2025: surrealism. Jacquemus launched AI-enhanced visuals featuring cucumber-wielding robots. Burberry staged medieval knight-inspired runway shows in castle ruins. Brands leaned into fantasy and spectacle, not to escape reality but to refresh tired imaginations.
These campaigns didn’t sell clothes so much as moods, dreams, and Instagrammable moments. They gave audiences emotional texture—and gave media outlets visuals too weird and wonderful to ignore.
Lesson: When cultural reality feels exhausting, creative unreality becomes a competitive advantage. Brands that offer escapism give their consumers—and their campaigns—room to breathe.
10. The Endurance of Purpose: Dove, Apple, AXA
Finally, it’s worth spotlighting the brands that don’t need reinvention because they’ve built long-term credibility through consistent, purposeful storytelling.
Dove’s Self-Esteem Project expanded again this year, with campaigns encouraging teen girls to stay in sports despite body pressures. Apple continued its “Shot on iPhone” series with jaw-dropping user-generated content—this time turned into actual mini-movies. And AXA’s “Three Words” campaign on domestic violence prevention combined insurance with real-world impact.
These campaigns remind us that publicity success isn’t always about surprise. Sometimes, it’s about showing up consistently, courageously, and with a clear sense of why your brand exists.
Lesson: Cultural leadership comes from showing up year after year with values that evolve—but never vanish.
Five Core Themes from 2025’s Best Campaigns
- Cultural Intelligence Over Cultural Chasing
The best campaigns didn’t jump on trends—they anticipated or contributed to them. IKEA didn’t just reference a show; it understood what made Severance emotionally resonant and designed accordingly. - Communications Teams at the Creative Core
Many of these campaigns weren’t marketing-led—they were PR-led. When comms teams drive creative, campaigns often feel more timely, more connected to the world, and less like ads. - Purpose and Play in Balance
The year’s most effective campaigns weren’t just serious or silly—they blended both. Powerade tackled mental health, but with strong design and storytelling. Jacquemus went full fantasy, but with subtle commentary on the AI moment. - Real People Over Influencer Illusion
Whether it was Oatly’s blind taste test or Commence’s beauty campaign, the public responded to realness. Influencer gloss still exists—but it’s no longer the path to trust. - Nostalgia With a New Purpose
From Cadbury’s Gorilla to Apple’s retro film filters, 2025 showed that looking backward can be meaningful—if you connect it to modern emotion and relevance.
Where Publicity Goes From Here
In 2025, great consumer publicity wasn’t about being loud. It was about being sharp. The best campaigns interrupted our feeds with wit, empathy, joy, or emotional truth. They reflected the world as it is—or how we want it to be.
Publicity is no longer just a tool to support marketing. Increasingly, it’s the engine of modern brand building. When done well, it doesn’t just amplify campaigns—itis the campaign.
And if the best of 2025 taught us anything, it’s that consumers aren’t looking for perfect brands. They’re looking for brands that show up—creatively, humanely, and with a little personality.
