Most Successful PR Campaigns of All Time: Lessons in Brand-Building and Crisis Recovery

From averting product disasters to reinventing an entire brand’s identity, the most successful PR campaigns illustrate how decisive communication and authentic storytelling can elevate—or even save—a business. Whether it’s a heartfelt public apology, a bold rebranding effort, or a viral stunt that captivates millions, these best PR campaigns all share a commitment to transparency, consumer empathy, and strategic creativity. Below, we explore ten iconic examples, each demonstrating a unique path to PR success.

Johnson & Johnson – Tylenol Cyanide Crisis (1982)

Few crises have tested corporate ethics like the 1982 Tylenol contamination. When cyanide-laced capsules led to several tragic deaths, Johnson & Johnson faced public outrage and financial peril, as Tylenol accounted for a major portion of the company’s profit growth. Instead of shirking responsibility, J&J displayed an unwavering commitment to consumer safety—stopping production, issuing a nationwide recall of 31 million bottles, and cooperating fully with authorities. This immediate, transparent response shifted public suspicion into sympathy for the brand, marking it as one of the most successful PR campaigns ever in crisis management.

J&J’s open communication—via daily press updates, hotline services, and swift product redesigns with tamper-proof packaging—restored trust. Within a year, Tylenol’s market share rebounded to near pre-crisis levels. The company’s “people-first” approach remains a masterclass in best PR campaigns for crisis resolution, contrasting starkly with slower or defensive reactions seen in other corporate disasters. By putting lives before profits, Johnson & Johnson cemented Tylenol’s legacy as a trusted household name.

PepsiCo – Diet Pepsi Syringe Hoax (1993)

In June 1993, nationwide reports of syringes allegedly found in Diet Pepsi cans ignited public panic. Over fifty claims emerged within a week, threatening Pepsi’s flagship brand. Working closely with the FDA and law enforcement, Pepsi swiftly demonstrated that the packaging process was tamper-resistant, and the crisis was largely a hoax. Opting against a costly recall, the company instead used most successful PR campaigns tactics—24/7 media briefings and transparent factory process demos—to assure consumers of Diet Pepsi’s safety.

When an FBI investigation caught a hoaxer inserting a syringe on camera, Pepsi widely distributed the footage, confirming the scare was baseless. The brand’s calm but firm public presence reassured consumers, and Diet Pepsi sales recovered quickly. This exemplifies the best PR campaigns: straightforward facts, clear media collaboration, and proactive updates. By refusing to overreact while still prioritizing safety, Pepsi ended up with minimal reputational damage—even garnering praise for its composed crisis management.

Apple – “Think Different” Rebrand (1997)

By the late 1990s, Apple hovered near bankruptcy. Steve Jobs’ return ushered in a do-or-die moment: the “Think Different” campaign. Instead of focusing on a specific product, Apple celebrated icons like Einstein, Gandhi, and Picasso to signal creative rebirth. This profound message realigned Apple with innovation, contrasting a dull PC market dominated by Microsoft. Bold TV spots and print ads championed rebellious genius—reinforcing Apple’s heritage as the underdog brand for dreamers.

Within a year, Apple’s stock price tripled, foreshadowing iMac and iPod triumphs. “Think Different” became an enduring slogan that reawakened consumer passion, highlighting how most successful PR campaigns can transcend mere marketing to shift culture. Unlike failed rebrands that dilute identity, Apple rediscovered its core mission—enabling creative freedom—and shouted it from the rooftops. The rest is tech history.

Old Spice – “The Man Your Man Could Smell Like” (2010)

Old Spice, once viewed as a grandfatherly cologne brand, reversed its fortunes practically overnight with the hilarious “The Man Your Man Could Smell Like” campaign. Launched during the 2010 Super Bowl, the spots featured Isaiah Mustafa in absurd scenarios, directly addressing female viewers. By pivoting toward humor and surprise, Old Spice snatched cultural relevance from younger competitor brands.

More than just clever commercials, Old Spice’s interactive PR push—where Mustafa responded to fans’ queries in real-time YouTube videos—set new engagement benchmarks. The body wash’s sales soared by over 107% in some weeks following launch, proving the campaign’s place among the best PR campaigns in brand revitalization. The lesson is unmistakable: comedic authenticity, social media savvy, and a willingness to poke fun can refresh even the stalest brand images.

Domino’s Pizza – “Pizza Turnaround” (2009–2010)

Domino’s faced dire consumer feedback—focus groups likened its crust to cardboard and sauce to ketchup. Instead of defensively dismissing critics, Domino’s embraced radical honesty through a “Pizza Turnaround” documentary-styled campaign. The brand publicly showed harsh customer reviews, admitted flaws, and introduced a completely new recipe. CEO Patrick Doyle appeared in ads personally apologizing for poor quality.

This extreme candor established Domino’s as receptive and genuine. Sales leapt by double digits, and the brand regained market share, ultimately becoming a top pizza delivery chain. The transformation stands as one of the most successful PR campaigns, proving that humility and direct consumer dialogue can rehabilitate even a tarnished product. Domino’s soared in brand perception, a triumph that overshadowed typical self-congratulatory “New & Improved” claims from rivals.

Burberry – Luxury Repositioning (2006–2010)

Once over-licensed and saddled with a cheapened image, Burberry staged a sweeping rebrand under CEO Angela Ahrendts and creative head Christopher Bailey. They reclaimed distribution rights, cut back on the famous check pattern for lower-tier items, and re-emphasized British heritage with updated runway shows and digital innovation. Burberry was among the first luxury houses to live-stream fashion events, seamlessly engaging a global online audience.

By recentering on its classic trench coats and brand heritage—while embracing fresh silhouettes—Burberry recaptured the upper market. The brand’s prestige soared, with revenue tripling over a decade. It’s cited among the best PR campaigns for turning a diluted label into a must-have again. Burberry’s focus on authenticity, storytelling, and savvy social outreach stands in contrast to superficial rebrands that flop when they can’t unify product and image.

Dove – “Campaign for Real Beauty” (2004–Present)

Dove disrupted beauty marketing by championing real, diverse women over supermodels. The “Campaign for Real Beauty” kicked off with billboard ads featuring everyday women, and later viral videos like “Evolution” revealed how retouched ads distort appearance standards. Dove thus aligned itself with a social cause—boosting self-esteem—reinforcing that the brand genuinely cared about consumer well-being, not just soap sales.

The result was a fundamental shift in how brands approach empowerment messaging. Dove’s sales jumped significantly, showing that most successful PR campaigns can yield both social impact and commercial gain when done authentically. By persisting over the years—through spin-off short films, workshops, and hashtags—Dove remains a shining example of consistent brand activism that resonates with millions worldwide, countering the beauty industry’s narrow norms.

Always – “#LikeAGirl” (2014)

Always found an eye-opening insight: the phrase “like a girl” was weaponized as an insult, hurting female confidence. Hence, the brand launched #LikeAGirl to flip the phrase into a badge of empowerment. A viral video, “Run Like a Girl” captured participants’ reactions, highlighting how young girls haven’t yet absorbed such negativity. Always also extended the conversation via social media, encouraging women to share their “like a girl” achievements proudly.

Within weeks, #LikeAGirl garnered tens of millions of views and a wave of supportive press. The brand’s effective interplay of emotional storytelling, genuine data (girls’ real experiences), and global distribution made it one of the most successful PR campaigns for female empowerment. Contrast this with shallow “empowerment” ads that can appear contrived, Always won big by backing up its message with research and tangible outreach.

Red Bull – “Stratos Space Jump” (2012)

Red Bull has long championed extreme sports, but sponsoring Felix Baumgartner’s jump from the edge of space took things to another stratosphere—literally. The Red Bull Stratos event in 2012 saw Baumgartner freefall from 128,000 feet, breaking the sound barrier before parachuting safely. This high-risk stunt epitomizes the brand’s “gives you wings” tagline and stands among the best PR campaigns for combining content marketing with real-life daredevil feats.

The live-stream attracted 8 million concurrent YouTube viewers, a record for the platform at the time, and garnered hundreds of millions of media impressions. In the aftermath, Red Bull’s brand salience skyrocketed globally, reinforcing the brand’s position as an extreme-lifestyle icon. The Stratos jump remains a gold standard for experiential PR stunts that push the boundaries of spectacle, proving most successful PR campaigns can be built around truly unforgettable events that sync perfectly with brand identity.

What Makes the Best PR Campaigns Truly Effective?

Whether tackling product contamination, championing social causes, or staging unprecedented spectacles, these most successful PR campaigns illustrate a timeless formula: authenticity, empathy, bold creativity, and alignment with core brand values. From Tylenol’s life-saving transparency to Red Bull’s sky-high stunts, each story shows that success hinges on resonating with audiences on a deeper level—be it through honesty in crisis, genuine empowerment messages, or thrilling real-world experiences. When those elements converge, even a struggling brand can capture consumers’ hearts and spark a lasting shift in public perception. Above all, the best PR campaigns prove that credibility and conviction can outshine noise, forever transforming the way we view a brand.