The PR Campaigns That Truly Changed the Game
You know, some brands just hit different. They shape culture, start conversations, and redefine what's possible. Public relations has been doing this for over a century, quietly (and sometimes very loudly) steering public opinion and creating unforgettable moments. While some of these iconic examples blurred the lines with marketing or advertising, we highlight them for their undeniable power to generate earned media, shift perception, and create lasting public influence. It's truly fascinating to look back at them because they're real masterclasses in strategic communication.
At Publicity Bureau, we believe understanding these past triumphs is key to defining tomorrow's influence. So, let's check out some of the campaigns that genuinely changed the game, showing us the lasting power of PR:
1. BMW: "Finally Free" for Dieter Zetsche (2019)
The Challenge: Dieter Zetsche, the long-serving, highly recognizable CEO of Daimler AG (Mercedes-Benz's parent company), was retiring. BMW saw a golden opportunity to leverage this high-profile departure with a witty, rivalrous PR stunt.
The Strategy: BMW released a short, humorous video online. It showed a look-alike of Zetsche's last day at Mercedes, shaking hands, waving goodbye, and being chauffeured home. But then, in his own garage, the look-alike (implied to be Zetsche himself, now "finally free") ignores a Mercedes S-Class and joyfully drives off in a BMW i8 Roadster.
The caption? "Thank you, Dieter Zetsche, for so many years of inspiring, great competition."
The Impact: The video went viral globally, generating immense earned media coverage across news, automotive, and business publications worldwide. It was widely shared on social media, sparking conversations and laughter, and was praised as one of the best examples of competitive, good-natured brand rivalry, showcasing BMW's wit and confidence. I loved it!
The PR Lesson: Clever, good-natured competitive jabs, especially when tied to high-profile industry moments, can generate enormous earned media, humanize brands, and captivate audiences far more effectively than traditional advertising.
2. PETA Shock Campaigns (Ongoing)
The Challenge: PETA (People for the Ethical Treatment of Animals) aims to raise public awareness and change attitudes towards animal cruelty, often tackling deeply entrenched industries.
The Strategy: PETA is renowned for its controversial, provocative, and often graphic "shock campaigns." These frequently involve celebrities, nudity, and powerful, sometimes disturbing, imagery designed to grab immediate attention and provoke a strong emotional response. Their goal is to force public discussion and media coverage around their issues, bypassing traditional advertising.
The Impact: While often criticized, PETA's campaigns consistently generate massive media attention, significant public debate, and have undoubtedly contributed to increased awareness and shifts in consumer behavior regarding animal welfare issues. They demonstrate that controversy, when strategically managed for a clear purpose, can be a powerful PR tool.
The PR Lesson: For certain causes, using highly provocative, emotionally charged visuals and messaging can break through immense noise and force vital conversations into the public discourse, driving awareness and action.
3. ALS Ice Bucket Challenge (2014)
The Challenge: The ALS Association needed to raise awareness and funds for Amyotrophic Lateral Sclerosis, which was relatively unknown to the general public.
The Strategy: Simple, shareable, and participatory. People challenged others to pour a bucket of ice water over their heads (or donate money), then nominated friends to do the same. This viral mechanism was perfect for social media, quickly drawing in celebrities.
The Impact: Exploded globally, raising over $115 million for the ALS Association in just eight weeks and significantly increasing public awareness worldwide.
The PR Lesson: Empower your audience to become part of the story. Campaigns that are easy to understand, fun to participate in, and inherently shareable can achieve unprecedented reach and impact.
4. Oreo: "Dunk in the Dark" (Super Bowl Blackout, 2013)
The Challenge: During Super Bowl XLVII, a power outage plunged the stadium into darkness, leading to a 34-minute delay – a PR nightmare for advertisers who had paid millions for prime spots.
The Strategy: Oreo's social media team, working with their agency, seized the moment. Within minutes, they tweeted an image of a single Oreo cookie silhouetted in dim light with the caption: "You can still dunk in the dark." The genius was its simplicity, perfect timing, and relevance. It was a pre-approved, agile response mechanism.
The Impact: The tweet went viral instantly, generating hundreds of thousands of retweets and becoming arguably the most famous example of real-time marketing. It garnered more media attention than many of the expensive Super Bowl ads themselves, showcasing the power of quick, clever, and contextually relevant digital engagement.
The PR Lesson: In the always-on digital world, being able to respond quickly, creatively, and relevantly to breaking news or cultural moments can generate enormous earned media and brand visibility. Preparedness and a nimble team are key.
5. Red Bull Stratos Jump (2012)
The Challenge: Red Bull wanted to solidify its extreme sports branding and generate global excitement beyond its core consumer base.
The Strategy: Felix Baumgartner's record-breaking skydive from the stratosphere (128,000 feet) was a highly risky, precisely executed PR spectacle. It blended space exploration, extreme sports, and cutting-edge science, broadcast live globally across traditional and digital channels. Every detail, from the capsule design to the live commentary, was meticulously managed for maximum drama and media impact.
The Impact: The jump shattered multiple records (including viewership, with over 8 million concurrent YouTube streams). It generated billions of media impressions worldwide, cemented Red Bull's association with "giving you wings" and pushing boundaries, and was a masterclass in event PR and content marketing.
The PR Lesson: Mega-events, when meticulously planned and brilliantly executed, can generate unparalleled earned media and position a brand as a leader in its field, especially when they control the narrative and distribution.
6. Coca-Cola: "Share a Coke" (2011)
The Challenge: Coca-Cola, a global giant, needed to reconnect with a younger audience, drive engagement, and make their iconic brand feel more personal and relevant in an increasingly digital and social world.
The Strategy: Replaced the iconic "Coca-Cola" logo on bottles with popular names (initially 150 names in Australia). The campaign encouraged people to find bottles with their names or the names of friends and share photos on social media using #ShareACoke. It later expanded globally to include nicknames and song lyrics. The campaign also featured physical pop-up stations where people could get custom bottles.
The Impact: This campaign was a massive success globally. It led to significant increases in sales, generated millions of social media mentions, and successfully re-established Coca-Cola as a relevant, personalized brand, especially among younger demographics. It perfectly blended mass production with individual connection. The ongoing Coca-Cola name campaign locally reinforces just how powerful and timeless this approach to personalization truly is.
The PR Lesson: In the digital age, empowering your audience to participate and co-create your story can lead to unprecedented earned media and virality. Making your brand personally relevant and shareable is a powerful driver of influence.
7. Apple iPod Silhouette Ads (2000s)
The Challenge: Apple needed to visually represent the iPod's revolutionary portability and the joy of music in a highly competitive MP3 player market.
The Strategy: The iconic silhouette ads, primarily print and TV, featured dancing, faceless figures against vibrant, monochromatic backgrounds, holding white iPods with their signature white earbuds. The focus wasn't on specs but on the experience of music and freedom.
The Impact: These ads became instantly recognizable globally, cementing the iPod's cool factor and contributing significantly to its dominance and Apple's brand revival.
The PR Lesson: Powerful PR can convey complex innovation through simple, emotive visuals that sell a feeling rather than just features.
8. "Got Milk?" Ad Campaign (1990s)
The Challenge: Milk consumption was declining, particularly among teenagers. The California Milk Processor Board needed to make milk seem exciting and essential again.
The Strategy: The campaign, created by Goodby, Silverstein & Partners, focused on the absence of milk and the desperate feeling of needing it with food. The iconic "milk mustache" became a universal symbol, adopted by countless celebrities. It shifted focus from health benefits to emotional craving.
The Impact: Despite not directly selling milk, the campaign reversed the decline in California's milk sales, became a global pop culture phenomenon, and is still one of the most recognized and parodied ad campaigns.
The PR Lesson: Sometimes, highlighting what's missing, or creating a relatable, memorable visual hook, can generate immense desire and conversation around a product.
9. Tylenol Tampering Crisis (1982)
The Challenge: Seven people died from poisoned Tylenol capsules, threatening to destroy Johnson & Johnson's brand.
The Strategy: J&J prioritized consumer safety: immediate nationwide recall, transparent communication, and reintroduction with tamper-resistant packaging.
The Impact: Tylenol's market share recovered significantly, becoming a textbook case in ethical crisis management.
The PR Lesson: A brand's response in a crisis defines its character. Prioritizing public safety and acting with integrity, even at great cost, can save a brand's reputation and rebuild trust.
Graphic designer Milton Glaser created the iconic "I ❤️ NY" logo. Photo by Abhilash G.
10. "I ❤️ NY" Logo (1970s)
The Challenge: New York City in the 1970s faced a severe image crisis: high crime, bankruptcy, and declining tourism.
The Strategy: Graphic designer Milton Glaser created the iconic "I ❤️ NY" logo. It was simple, optimistic, and highly adaptable. The campaign, spearheaded by Wells, Rich, & Greene, was pervasive, appearing on everything from souvenirs to ads. It wasn't just a logo; it was an invitation to feel pride and affection for the city.
The Impact: The campaign revitalized tourism, sparked civic pride, and significantly improved New York's perception globally. It remains one of the most successful urban rebranding campaigns ever.
The PR Lesson: A powerful, optimistic symbol can transform perception and foster emotional connection, especially during challenging times.
11. NASA & The Space Race - Inspiring a Nation (1960s)
The Challenge: Amidst the Cold War, the U.S. needed to rally public support, national pride, and scientific interest for its ambitious and expensive space program, especially after early Soviet successes.
The Strategy: NASA adopted an unusual level of openness. They invited journalists to every stage of the program, shared detailed mission plans, broadcast launches and space walks live, and created iconic imagery. Astronauts became national heroes, and their personal stories were shared widely. This turned a scientific endeavor into a dramatic, shared human experience.
The Impact: NASA cultivated huge public fascination and trust. It inspired generations, drove innovation, and garnered political will to land a man on the moon. The moon landing itself was the ultimate PR event.
The PR Lesson: Transparently sharing the challenges, progress, and human stories behind an ambitious goal can captivate and unite an audience.
12. The Marlboro Man (1950s–90s)
The Challenge: Marlboro cigarettes were originally considered a "feminine" brand due to their filtered tips. They needed to appeal to men.
The Strategy: Leo Burnett Agency created the rugged, masculine Marlboro Man image – a cowboy figure embodying independence and masculinity. This was an advertising and PR campaign that built an aspirational lifestyle around the brand.
The Impact: Transformed Marlboro into one of the world's best-selling cigarette brands, proving the power of consistent, archetypal branding.
The PR Lesson: Create a universally understood character or image that embodies your brand's desired qualities and resonates deeply with your target audience.
13. De Beers: "A Diamond Is Forever" (1947)
The Challenge: Diamond sales were low after the Depression and diamonds weren't seen as a common purchase.
The Strategy: Linked diamonds to love, romance, and everlasting commitment. They integrated diamonds into Hollywood narratives and social traditions.
The Impact: Diamond engagement rings became a near-universal tradition in the U.S., cementing a cultural phenomenon and boosting sales significantly.
The PR Lesson: Powerful PR creates an aspiration or tradition deeply embedded in culture.
14. The Rockefeller & Ludlow Massacre: The Birth of Transparency (Early 1900s)
The Challenge: John D. Rockefeller Jr.'s reputation was in ruins after the brutal Ludlow Massacre (1914).
The Strategy: Hired Ivy Lee, who convinced Rockefeller to engage directly with workers and advocate for openness, famously stating that the public should be informed.
The Impact: Began a slow image rehabilitation for Rockefeller and laid the groundwork for modern crisis PR.
The PR Lesson: In a crisis, hiding information only deepens distrust.
So, all of these aren't just chapters from history books. They're actually timeless guides for grabbing attention and getting solid results right now. Ultimately, true impact isn't found in following trends, but in boldly setting them, driven by a clear vision and an uncompromising commitment to making a mark.