10 Successful PR Campaigns That Changed the Industry

A standout public relations campaign can transform a modest brand into a household name or revive a long-standing corporation’s popularity. From forging emotional connections with consumers to reinventing brand identities, PR campaigns that went viral demonstrate the power of storytelling, creativity, and meticulous planning. Whether it’s a global beverage juggernaut personalizing product labels or a sportswear giant igniting cultural dialogue with a simple tagline, these best public relations campaigns remain essential case studies in how PR campaigns shape brand image.

Below are ten iconic PR campaigns of all time, each uniquely reflecting its era while also influencing future marketing efforts. While there are countless public relations success stories, these campaigns stand out for their impact on culture, brand reputation, and sales—showcasing PR strategies that changed industries. Along the way, you’ll notice that some revolve around humor, others emphasize inclusivity, and a few hinge on celebrity power. This variety highlights how flexible and adaptable PR can be, whether you’re studying Coca-Cola best PR campaigns, Nike’s most successful PR campaigns, or the famed “Got Milk?” initiative.

1. Nike: “Just Do It” Campaign

Launched in 1988, Nike’s slogan-based campaign stands as one of Nike’s most successful PR campaigns—and indeed one of the most successful PR campaigns ever. Developed by the ad agency Wieden+Kennedy, “Just Do It” was reportedly inspired by the final words of Gary Gilmore, who said, “Let’s do it.” Dan Wieden shortened that phrase to the now-legendary tagline.

Nike featured both professional athletes and everyday people in its commercials. This inclusivity sent a message that anyone could be an athlete, a point that struck a chord with audiences worldwide. Between 1988 and 1998, Nike’s share of the North American sport-shoe market ballooned from 18% to 43%, while its global sales soared from $877 million to $9.2 billion.

Nike’s approach went beyond selling shoes; it sold an empowering mindset. By spotlighting personal achievement over product specs, Nike inspired loyalty and positioned itself as a lifestyle brand rather than just a sportswear company.

2. Pepsi: “Is Pepsi OK?” Campaign

In 2019, Pepsi confronted the frequent restaurant query, “Is Pepsi OK?” head-on with a Super Bowl ad featuring actor Steve Carell. When a customer asked for a Coke and the server responded with “Is Pepsi OK?”, Carell humorously retorted that Pepsi is more than “OK,” roping in Cardi B and Lil Jon, both known for memorable ways of saying “OK.”

By confronting a common real-world scenario, Pepsi turned a perceived disadvantage into an advantage. Their playful use of celebrity endorsements and comedic tone challenged the assumption that Pepsi is merely a second choice to Coca-Cola. The campaign managed to capture attention during one of the biggest advertising windows of the year—the Super Bowl.

Sometimes the best strategy is to tackle consumer perceptions head-on. By mixing humor with relatable situations, brands can shift the conversation around their products, creating more engaging dialogue.

3. California Milk Processor Board: “Got Milk?” Campaign

Debuting in 1993, “Got Milk?” is among the best public relations campaigns for a staple food product. Engineered by Goodby Silverstein & Partners, the effort highlighted the annoyance of running out of milk during life’s everyday moments—like preparing cereal or baking cookies.

The campaign’s simplicity and humor made it a pop-culture fixture. Billboards, television ads, and print spots portrayed individuals caught off-guard, missing the one ingredient they needed most: milk. By anchoring on a universal experience—having incomplete snacks or recipes—the message was instantly relatable.

“Got Milk?” is a textbook example of how a short, snappy tagline and straightforward storytelling can propel an ordinary product into an iconic PR campaign. Its success influenced future brand slogans and remains a favorite famous PR case study in marketing courses.

4. Dove: “Real Beauty” Campaign

In 2004, Dove launched its “Real Beauty” campaign, responding to research that only a small fraction of women felt beautiful. By showcasing women of different shapes, sizes, and ethnicities, Dove challenged rigid beauty norms in advertising. At the time, the beauty industry was dominated by images of model-like perfection. Dove turned that on its head, focusing on authenticity and body positivity. The campaign sparked broader social discussions and positioned Dove as a brand that genuinely cares about women’s self-esteem. A bold stance on societal issues can greatly expand a brand’s relevance and resonance. Addressing a gap in the market—lack of diverse representation—helped Dove stand out and gain global recognition for its empathetic approach to advertising.

5. Old Spice: “The Man Your Man Could Smell Like” Campaign

In 2010, Old Spice revved up its brand image with a witty campaign featuring Isaiah Mustafa. Known for comedic, rapid-fire monologues, these ads humorously portrayed an over-the-top masculine figure who appealed to both male and female viewers.

By speaking directly to women about the fragrance choices they might prefer for their partners, Old Spice broadened its marketing reach. The ads quickly became viral hits, especially on social media platforms, which amplified their comedic impact.

Humor can be a powerful connector in public relations success stories. Pairing it with a charismatic spokesperson and shareable content can generate extensive buzz, leading to rising product demand and brand relevance among younger demographics.

6. Coca-Cola: “Share a Coke” Campaign

Launched in Australia in 2011, the “Share a Coke” initiative later went global, reinforcing Coca-Cola best PR campaigns credentials. Bottles and cans were printed with popular first names, prompting people to find theirs—and share images on social media.

Personalization taps into human nature. People love seeing their names on everyday products, and the campaign quickly evolved into a social phenomenon. Users posted photos on Facebook, Instagram, and Twitter, effectively doing free PR for Coca-Cola by showcasing the brand with personal pride.

Encouraging user-generated content can massively extend a campaign’s reach. By making consumers active participants, Coca-Cola ignited a wave of organic social sharing, culminating in heightened emotional connections and soaring sales figures.

7. Snickers: “You’re Not You When You’re Hungry” Campaign

Debuting in 2010, Snickers’ campaign comedic approach showed individuals behaving out of character due to hunger. Celebrities played the “alter-egos,” illustrating just how different someone can act until they eat a Snickers bar.

The concept is universally relatable: we’ve all felt irritable or out of sorts when hungry. By linking that everyday experience to their product, Snickers presented a quick, tasty solution. Celebrity cameos provided star power, making ads shareable and memorable.

When a brand aligns its product with a widely recognized human condition, the message resonates across cultures and demographics. The consistent structure—someone acts oddly until they eat a Snickers—made each ad memorable and easily adaptable to new scenarios.

8. GoPro: User-Generated Content Campaign

Action camera brand GoPro soared to prominence by showcasing real-life footage shot by everyday adventurers. By motivating customers to post their own videos, GoPro built an engaged community that constantly produced fresh, thrilling content. Authentic user-generated content (UGC) often carries more weight than polished marketing. Every skydiving, surfing, or biking video was a mini advertisement for GoPro’s capabilities. Consumers who saw these thrilling clips often thought, “If they can capture that, so can I,” fostering aspiration and brand loyalty. UGC can be a potent tactic for top PR campaigns in tech, especially when your product is inherently visual. Offering a platform for users to showcase their experiences deepens brand affinity and underscores the product’s versatility.

9. Apple: “Get a Mac” Campaign

Running from 2006 to 2009, Apple’s “Get a Mac” series starred Justin Long as a laid-back Mac, and John Hodgman as a fussy PC. Each spot humorously contrasted Mac’s simplicity with PC’s propensity for errors and complications, quickly making it one of Apple’s greatest PR moments.

The comedic dynamic between the two characters hammered home Apple’s user-friendly reputation. At a time when computers were essential but sometimes intimidating, Apple’s message of straightforward, reliable technology stood out. Viewers appreciated the comedic take on common computer frustrations, which helped them see the Mac as a stress-free alternative.

Comparative advertising can be risky, but Apple’s lighthearted tone let it stand out without veering into mean-spirited territory. By personifying the products, Apple gave intangible software benefits—like fewer crashes—a relatable human face.

10. Heineken: “Worlds Apart” Campaign

In 2017, Heineken introduced “Worlds Apart,” pairing strangers with clashing viewpoints—such as opposing opinions on politics or social issues—and having them bond over building simple furniture before sharing a beer. The aim was to foster understanding through conversation.

This thoughtful approach tackled modern societal divides and highlighted how a shared moment—like enjoying a beer—can break barriers. The campaign’s sincerity and empathetic execution struck a chord, especially amid polarized global conversations. In doing so, Heineken aligned itself with inclusivity and open-mindedness. PR campaigns that went viral often succeed by aligning brand values with broader social conversations. Heineken’s approach demonstrated empathy, encouraging consumers to see the brand as more than just a product, but as a proponent of unity.

Reflecting on the Influence of Iconic PR

From uplifting body image to comedic brand rivalries, the biggest PR campaigns in history reveal how integrated marketing can spark consumer loyalty, expand market share, and even shape cultural norms. Each campaign leveraged elements like memorable taglines, emotional resonance, user-generated content, or humor to leave a lasting impression. Moreover, these famous PR case studies remind us that no single formula guarantees PR success—risk-taking, authenticity, and an astute read on audience sentiment all come into play.

Brands like Nike, Dove, and Heineken used their campaigns to address larger conversations, cementing loyalty among consumers who identified with their messages. Others, like GoPro and Snickers, tapped into universal experiences—excitement, adventure, hunger—to foster connections across demographic lines.

In a world saturated with advertising, a public relations success story can stand out by resonating emotionally and encouraging shared experiences. By reflecting real-life challenges or aspirations, these campaigns remain embedded in public consciousness long after their initial run. They not only illustrate how PR campaigns shape brand image, but also how they can change the broader conversation around a product, industry, or societal issue. And that’s the mark of a truly successful public relations endeavor.