PR Campaigns That Have Rebuilt Brands

There have been several noteworthy publicity campaigns that effectively turned around or improved the public image of individuals, companies, or organizations.

Here are a few prominent examples:

1. Apple’s “Think Different” Campaign (1997)

Context: In the mid-1990s, Apple was struggling with declining sales and a battered reputation.

Campaign: Launched in 1997, the “Think Different” campaign featured black-and-white portraits of iconic figures such as Albert Einstein and Martin Luther King Jr., paired with the slogan “Think Different.”

Outcome: The campaign was highly successful in rejuvenating Apple’s brand image. It positioned Apple as a leader in innovation and creativity, which helped revitalize its product line and contributed to the company’s long-term success.

2. Nike’s “Just Do It” Campaign (1988)

Context: Nike faced stiff competition and needed to differentiate itself from other athletic brands.

Campaign: The “Just Do It” campaign, which began in 1988, featured motivational ads that encouraged people to push their limits, regardless of their athletic abilities.

Outcome: The campaign was a massive success, significantly boosting Nike’s brand recognition and sales. It helped establish Nike as a dominant force in the sports apparel market and has become one of the most enduring slogans in advertising history.

3. Dove’s “Real Beauty” Campaign (2004)

Context: Dove wanted to address issues related to beauty standards and self-esteem, aiming to differentiate itself in a crowded market.

Campaign: The “Real Beauty” campaign featured real women of various shapes, sizes, and ethnicities, challenging conventional beauty standards. It included advertisements, videos, and a social media component.

Outcome: The campaign was praised for promoting a more inclusive and realistic view of beauty. It helped Dove build a strong, positive brand image and increased its market share in the personal care industry.

4. Old Spice’s “The Man Your Man Could Smell Like” (2010)

Context: Old Spice was perceived as an outdated brand in the competitive personal care market.

Campaign: The campaign featured humorous and surreal commercials starring actor Isaiah Mustafa. It used clever writing and engaging visuals to rebrand Old Spice as a modern, desirable choice for men.

Outcome: The campaign went viral, leading to a significant increase in sales and a complete overhaul of Old Spice’s brand image. It successfully repositioned the brand to appeal to a younger demographic.

5. Pepsi’s “Pepsi Refresh Project” (2010)

Context: Pepsi wanted to improve its image and compete with Coca-Cola’s dominance.

Campaign: The “Pepsi Refresh Project” was a social media-driven initiative that funded community projects and ideas proposed by the public. Pepsi invested $20 million in grants to support various projects.

Outcome: While the campaign generated positive publicity and showcased Pepsi’s commitment to social good, its long-term impact was mixed. However, it did manage to enhance Pepsi’s image as a socially responsible company.

6. Barilla’s Response to Controversy (2013)

Context: Italian pasta company Barilla faced backlash after its CEO made controversial statements about traditional family values.

Campaign: In response, Barilla launched a campaign emphasizing inclusivity and diversity. The company committed to supporting various social causes and revamped its marketing strategy to reflect broader values.

Outcome: The campaign helped Barilla recover from the initial negative publicity and rebuild its image as a more inclusive and socially aware brand.

These examples illustrate how strategic publicity campaigns can effectively transform public perception and drive positive outcomes for brands and organizations.