In the world of consumer packaged goods (CPG), differentiation is hard. Brands in categories like snacks, personal care, beverages, and household items compete for shelf space, attention, and loyalty in a market flooded with options. And with digital channels now dominating how people discover, discuss, and decide on products, traditional PR strategies no longer cut it. For CPG brands to win today, they must master digital PR—a hybrid of content, social listening, influencer partnerships, SEO, and newsworthy storytelling.
This isn’t about churning out press releases or just “going viral.” It’s about building brand equity, driving product discovery, and cultivating community in a measurable, scalable way. When done right, digital PR fuels both brand awareness and bottom-line results.
So how are the best CPG brands nailing this? Here’s a look at digital PR done well in the space—with case studies, tactics, and takeaways from campaigns that broke through the noise.
1. Oreo: Newsjacking as a PR Superpower
No brand has mastered real-time cultural engagement quite like Oreo. The iconic cookie brand redefined how CPG brands can leverage digital PR during the now-famous 2013 Super Bowl blackout. Within minutes of the power outage at the Mercedes-Benz Superdome, Oreo tweeted: “You can still dunk in the dark.” That one post was retweeted more than 15,000 times, featured in Adweek, Forbes, and The New York Times, and is now taught in marketing classrooms as a textbook example of real-time digital PR.
Why it Worked:
- Speed and relevance: The team was prepared with a war room and immediate approval structures.
- Earned media amplification: Media coverage of the tweet far outweighed any paid media they could’ve bought.
- Brand tone consistency: It wasn’t just clever—it was very Oreo.
More than a decade later, Oreo continues to show how cultural relevance, not budget, drives digital PR success. Its seasonal campaigns, such as mystery-flavor launches and branded giveaways with Pokémon, continue to earn social traction and media attention alike.
2. Liquid Death: The Viral Disruptor
One of the most surprising digital PR success stories in recent years is Liquid Death—a canned water brand with a heavy metal aesthetic and a mission to “murder your thirst.” In a saturated beverage market, Liquid Death has built a billion-dollar brand not through traditional marketing but via unapologetically bold digital storytelling.
Key PR moments include:
- A satirical ad campaign featuring Tony Hawk’s blood-infused skateboard.
- A fake children’s book called “Murder Your Thirst: The Baby Book.”
- Controversial but media-worthy partnerships with punk bands and tattoo artists.
PR Strategy at Play:
- Shock factor + humor: Liquid Death’s approach demands attention—and earns it.
- Content-driven virality: The brand creates its own headlines, then lets the press pick them up.
- Relentless consistency: Every campaign reinforces its rebellious tone, from social media to packaging.
While many CPG brands chase mass appeal, Liquid Death proves that digital PR can be most effective when it polarizes and provokes—as long as it’s done intentionally.
3. Dove: Long-Term Purpose-Driven PR
Unilever’s Dove is a masterclass in sustained, purpose-driven digital PR. For two decades, Dove has leaned into body positivity and real beauty, creating campaigns that spark conversation and earn coverage beyond the beauty aisle.
Recent digital PR wins include:
- #ReverseSelfie (2021): A short film and hashtag campaign tackling the impact of retouching on girls’ self-esteem.
- The Dove Self-Esteem Project: An ongoing educational initiative promoted through schools, NGOs, and digital storytelling.
- Influencer alignment: Dove regularly partners with non-celebrity creators whose values match its mission.
Results:
- Coverage across BBC, The Guardian, Good Morning America, and lifestyle blogs.
- Dozens of high-authority backlinks that boost SEO rankings for core product lines.
- Tangible goodwill that translates to consumer trust.
Dove’s strategy shows how earned attention builds when digital PR aligns with brand values. Their campaigns don’t just promote products—they promote a worldview.
4. Ben & Jerry’s: Advocacy Meets Activism
Ben & Jerry’s blends social justice advocacy with product launches like few other CPG brands. Their digital PR playbook integrates social media activism, blog storytelling, and purpose marketing to elevate both their voice and visibility.
In 2020, during the George Floyd protests, Ben & Jerry’s published a blog post titled “Silence Is Not an Option”. It was widely shared, covered in mainstream and progressive media, and cited as one of the most explicit stances a corporate brand had taken on racial justice.
Their PR doesn’t stop at statements—it translates into campaigns:
- Limited-edition flavors like Justice ReMix’d and Change is Brewing support voting rights and criminal justice reform.
- PR activations include partnerships with the ACLU and Color of Change, combining cause alignment with digital storytelling.
What Makes It Work:
- Authenticity: Ben & Jerry’s has earned the right to speak out—they’ve been consistent for decades.
- Multichannel coordination: Social media, blog content, video, and PR work in tandem.
- Audience connection: Their customers expect activism, not just ice cream.
Ben & Jerry’s reminds us that taking a stand can earn attention and loyalty—if you’re willing to do it boldly and sincerely.
5. KIND Snacks: Thought Leadership as PR
KIND Snacks has long invested in thought leadership and social impact as a cornerstone of its digital PR strategy. Founder Daniel Lubetzky frequently appears in media interviews, op-eds, and panels that align with the brand’s mission of “snacks without secrets.”
Noteworthy digital PR examples:
- The KIND Foundation’s “Empatico” initiative, connecting classrooms around the world for cultural exchange, earned coverage in CNN, Fast Company, and NPR.
- Advocacy against misleading labeling in food marketing, with campaigns that double as educational resources and PR opportunities.
- Use of data-driven storytelling (e.g., studies on sugar content in kids’ snacks) to spark coverage and conversation.
KIND’s strategy centers not on flash, but on credibility and values-based PR that appeals to conscious consumers and media outlets alike.
6. Oatly: Weird, Witty, and Wildly Effective
Swedish oat milk brand Oatly has made headlines with its quirky, irreverent approach to marketing and PR. From self-deprecating Super Bowl ads to its CEO writing manifestos on milk cartons, Oatly blurs the line between brand and satire.
Their most effective digital PR moment? A controversial 2020 campaign featuring outdoor ads that read:
“It’s like milk but made for humans.”
The dairy industry sued Oatly over the claim—instantly creating a media moment that dominated both traditional outlets and digital discourse.
Why It Worked:
- Controversy fuels coverage: Oatly turned a lawsuit into a PR goldmine.
- Consistency of voice: Every asset, from its website to Instagram, reads like an indie zine.
- Multimedia strategy: Their “Oatly Department of Mind Control” (ODM) is a bizarre but effective content hub for press and fans.
Rather than avoid friction, Oatly leans into it—proving that digital PR rewards bold differentiation in crowded CPG categories.
Lessons for CPG Brands: What Good Digital PR Requires
The best digital PR campaigns in CPG share common traits, regardless of tone, product, or audience. Here’s what sets them apart:
1. Clarity of Voice
Whether it’s Oatly’s anarchist vibe or Dove’s empathetic tone, top brands know who they are—and express it consistently across every channel.
2. Earned Media is the Goal—but Owned and Social are the Levers
Great digital PR isn’t about waiting for The New York Times to call. It’s about creating content that’s good enough they can’t ignore—and making sure it’s amplified through blog posts, Instagram, and influencers.
3. Be Ready to React
Oreo’s Super Bowl moment didn’t happen by accident—it happened because the team was ready. Digital PR favors the nimble.
4. Purpose Drives Engagement
Consumers expect more from CPG brands today—sustainability, transparency, values. Brandsthat lead with purpose get talked about and remembered.
5. Metrics Matter
Digital PR is measurable. Track backlinks, media mentions, referral traffic, sentiment shifts, and share of voice. Use what you learn to refine campaigns.
Avoiding the Pitfalls
CPG brands still miss the mark when they:
- Issue stale, jargon-filled press releases that no one wants to read or share.
- Try to go viral without clear messaging or follow-through.
- Ignore negative coverage or fail to engage authentically during crises.
- Chase trends instead of creating conversations.
Digital PR is not about being everywhere. It’s about being strategic, relevant, and true to your brand.
In today’s fragmented, fast-moving media world, CPG brands can’t afford to be boring. The brands winning in digital PR are those creating content and campaigns that people want to talk about—not because they were asked to, but because the message resonates.
From Oreo’s cultural commentary to Dove’s mission-driven media, and from Liquid Death’s viral insanity to KIND’s credibility-first approach, the playbook is clear: Great digital PR earns attention by earning trust—and doing something worth talking about.
In the CPG world, where product margins are slim and competition is fierce, mastering digitalPR isn’t a luxury. It’s a necessity.