In a world overwhelmed by products and noise, consumer packaged goods (CPG) brands face a brutal challenge: how do you not only stand out on a shelf but also earn a place in hearts, headlines, and social feeds? The answer lies not just in great packaging or pricing—but in powerful consumer public relations campaigns that strike cultural chords, spark conversation, and build long-term loyalty.
Some of the most memorable CPG campaigns in recent years didn’t just market a product—they told a story, addressed a social truth, or flipped an industry expectation on its head. As traditional advertising loses trust and attention spans dwindle, PR has become a vital arm of any successful CPG strategy. This piece explores several standout PR campaigns from CPGbrands, analyzing what made them successful and what lessons others can draw from their playbooks.
What Makes a CPG PR Campaign Successful?
Before diving into the case studies, it’s important to understand the building blocks of a successful CPG PR campaign. While the tools may vary—from earned media and influencer outreach to experiential stunts and digital storytelling—the most effective campaigns share common traits:
- Cultural Relevance: They tap into current conversations or societal shifts.
- Authenticity: They align with the brand’s values and identity.
- Emotional Resonance: They make people feel something—joy, nostalgia, outrage, or pride.
- Shareability: They’re built to be talked about, posted, and reposted.
- Newsworthiness: They give the media a story that’s fresh and engaging.
With these elements in mind, let’s look at some landmark CPG PR campaigns that checked every box—and delivered results.
Case Study 1: Dove’s “Real Beauty” Campaign
Launched: 2004
Brand: Dove (Unilever)
Objective: Reposition Dove from a soap brand to a beauty brand with a strong social purpose.
The Idea
Dove’s “Real Beauty” campaign wasn’t a one-off stunt; it was the beginning of a long-term brand repositioning that challenged the beauty industry’s standards. Instead of hiring models, Dove featured real women of different shapes, sizes, and ethnicities. The campaign evolved to include films like “Real Beauty Sketches” and educational programs for young girls.
Why It Worked
- Cultural Relevance: It directly challenged unrealistic beauty standards dominating advertising at the time.
- Emotional Impact: The campaign empowered consumers by making them feel seen and valued.
- Media Magnet: News outlets covered the campaign as a cultural moment, not just a product promotion.
Results
- More than 30 million video views within 10 days of launch (for “Real Beauty Sketches”)
- Significant uplift in brand perception and long-term loyalty
- Sparked a wider industry conversation around inclusivity in beauty marketing
Case Study 2: Old Spice’s “The Man Your Man Could Smell Like”
Launched: 2010
Brand: Old Spice (Procter & Gamble)
Objective: Reposition Old Spice for a younger demographic and reverse declining sales.
The Idea
Old Spice took a humorous, surreal approach with Isaiah Mustafa delivering rapid-fire, absurd monologues. The campaign debuted during the Super Bowl and quickly went viral.
Why It Worked
- Bold, Memorable Tone: It broke through clutter with humor and surprise.
- Integrated Execution: Follow-up videos responded directly to fans and celebrities in real time on YouTube.
- Cross-Platform Reach: It wasn’t just TV; the PR team seeded stories and interviews across lifestyle and tech outlets.
Results
- Over 1.4 billion impressions
- A 125% increase in sales within a year
- Revitalization of a legacy brand for a new generation
Case Study 3: Always “#LikeAGirl”
Launched: 2014
Brand: Always (Procter & Gamble)
Objective: Shift perception of puberty and female empowerment in a male-dominated ad landscape.
The Idea
The campaign asked a simple question: “What does it mean to do something ‘like a girl’?” Through interviews, the campaign exposed the harmful stereotypes girls face and reclaimed the phrase as a statement of strength.
Why It Worked
- Emotional Hook: It challenged viewers’ assumptions in a visceral way.
- Social Good: It aligned the brand with a progressive message on gender equality.
- Shareable Format: The video became a social media phenomenon, especially on Facebook and Twitter.
Results
- 90+ million views globally
- Named one of the most successful PR campaigns of the decade
- Increased brand affinity among young women
Case Study 4: Ben & Jerry’s “Justice Remix’d”
Launched: 2019
Brand: Ben & Jerry’s
Objective: Raise awareness about criminal justice reform while reinforcing the brand’s social mission.
The Idea
In partnership with the Advancement Project, Ben & Jerry’s launched a new flavor—“Justice Remix’d”—and accompanied it with an on-the-ground PR tour, pop-up scoop trucks, andmedia interviews focused on systemic inequality.
Why It Worked
- Authentic to the Brand: Ben & Jerry’s has a long history of activism, so the campaign felt credible.
- Cause-Driven: It gave consumers a tangible way to support a larger issue.
- Multi-Channel Engagement: Earned media, social content, and experiential elements were tightly integrated.
Results
- Significant media coverage from outlets like CNN, Fast Company, and NPR
- Strengthened brand loyalty among socially conscious consumers
- High engagement across social platforms, especially among younger audiences
Case Study 5: Oreo’s Real-Time Marketing at the Super Bowl
Launched: 2013
Brand: Oreo (Mondelez)
Objective: Reinforce Oreo as a culturally savvy, relevant brand.
The Idea
During the infamous Super Bowl blackout, Oreo tweeted: “You can still dunk in the dark.” Thetweet went viral almost instantly, and the PR team quickly leaned in to turn a single tweet into a case study in real-time marketing.
Why It Worked
- Agility: The brand’s PR and social team were ready to react instantly.
- Cultural Timing: The tweet was witty, relevant, and perfectly timed.
- Earned Media Explosion: Major media outlets covered the tweet as a marketing success story.
Results
- 525 million earned media impressions
- Praised as a defining moment in real-time marketing
- Helped Oreo stay top of mind in a crowded snack market
Key Takeaways for PR Professionals in CPG
So what can today’s marketers and PR professionals learn from these campaigns? Here are a few actionable insights:
1. Start with a Human Truth
Whether it’s the insecurity around beauty (Dove) or the limiting language young girls face (Always), the most successful campaigns begin with a real emotional insight. Don’t just market a product—stand for something people can connect with.
2. Integrate Across Channels
Great PR doesn’t exist in a vacuum. The best campaigns blend earned media, social media, experiential activations, and sometimes even paid support. Integrated storytelling is essential in a fragmented media landscape.
3. Act with Purpose—But Be Authentic
Consumers, especially Gen Z and Millennials, are skeptical of brands that “purpose wash.” If your brand engages in social or political issues, it must do so with credibility, history, andgenuine action (Ben & Jerry’s is a master at this).
4. Be Prepared for Real-Time Opportunities
Oreo’s “dunk in the dark” moment wasn’t luck—it was preparation meeting opportunity. Every PR team should have a plan for reacting to news, cultural moments, or even crises in a way that aligns with brand voice.
5. Don’t Fear Polarization
Some of the most successful CPG PR campaigns took a stand that alienated some audiences—but galvanized their core consumer base. Not every brand needs to be universally liked. Boldness, when rooted in values, can build fierce loyalty.
In the crowded world of consumer packaged goods, winning shelf space is only part of thebattle. The true war is for relevance, meaning, and emotional connection. Successful CPGPR campaigns don’t just promote products—they create movements, start conversations, and turn ordinary brands into cultural icons.
As consumer expectations continue to rise—and as media landscapes continue to fragment—PR’s role in building CPG brand equity has never been more critical. It’s not about spin; it’s about substance. And in that, there lies tremendous opportunity for the brands that dare to lead.
