Best PR Campaigns of 2025 So Far
2025 has been a banner year for the world of marketing and public relations, with many trends on the rise and fall as brands attempt to connect with people like never before. In the first half of this year, most marketing campaigns highlight authenticity and humanized approaches, as AI becomes an increasing concern for many. Additionally, brands are simplifying their missions and making themselves easier for people to personally connect with. With all this in mind, here are my favorite campaigns of the year so far!
January - Doritos: Crash the Super Bowl
Although the Super Bowl takes place in February, Doritos launched their campaign long before then by bringing back a beloved competition from 2006. In this competition, Doritos invited fans to create a 30-second advertisement in whatever way they wanted and then let fans vote on the one they thought should be featured during the Super Bowl. This campaign was not only effective but also fun, as it successfully involved fans by allowing them to express their creativity!
February - Duolingo: The Death of Duo
In February, Duolingo did something unexpected, which is what they are best at. On the 11th, Duolingo’s socials reported that the beloved bird “Duo” had passed away after being hit by a Tesla vehicle. Naturally, in response to this bold stunt, the internet went wild with brands sending their condolences, and many users commenting and posting about the tragedy. Stunts like these keep the advertising and PR world fresh and fun, not only for brands themselves but for fans and consumers alike.
March - Ordinary: From Makeup to Eggs
It’s no secret to many that prices of everyday grocery items have gone up, but the main topic of concern has been a simple carton of eggs. In response, the skincare brand, Ordinary, unexpectedly began selling eggs at less than half the price of most grocery stores at the time. This stunt was wildly successful despite having nothing to do with skincare, which is exactly why it did so well. It showed that this brand was acknowledging the real struggles people were going through, and enforced their brand as one that is for the people.
April - Crumbl: Kardashians x Cookies
While most brands focused their April campaigns on silly April Fools posts, Crumbl decided to stand out with a collab that no one expected: cookies for the Kardashians. Naturally, the internet blew up with thousands of videos of people trying the cookies, and while it wasn’t all good press, people continued to purchase and review the cookie collaboration. The unexpectedness of this collab is what made it so successful, as people are often drawn to things that stray from the norm!
May - GymShark: The Sweat Gala
The Met Gala has become an event that takes hold of the internet’s focus for 24 hours, so what better time for a brand to capitalize on itself than by an event generating buzz? GymShark, the popular athletic clothing brand, did just that. Within 24 hours after the Met Gala, GymShark was able to recreate outfits from the event with their own products. The speedy turnaround and successful outfit recreations made this a campaign that many fans loved.
Wrap Up
With so many memorable campaigns in the first half of this year, it's exciting to imagine what the rest of the year will hold for the advertising and PR world!
Isabella Zdanowski is an upcoming junior pursuing a degree in Marketing with a minor in Advertising and Public Relations. She currently serves as PRSSA’s Internal Communications Director and works at the Office of Student Life as the President of Activities for the Campus Activities Board!