How the best marketing campaigns of 2025 navigated uncertain times

Regardless of how excessive international advert spend rose in 2025, entrepreneurs will doubtless keep in mind the yr for its unhealthy vibes. Within the U.S., advertisers needed to cope with persistent international battle, a tariff-addled financial system, antitrust and regulatory strain on its main gamers and a fraught sociopolitical panorama the place every little thing from denims to biscuits might be a tradition battle landmine. For the close to future, it seems the one certainty is uncertainty.

Regardless of these compounding challenges, the savviest entrepreneurs reduce by way of the noise and moved the needle for his or her manufacturers by way of quite a lot of methods. As has been the case for years, nostalgia was typically a dependable technique to tie present campaigns to previous glory days. The identical may be mentioned of celebrity-driven campaigns which have turned a method as soon as reserved for the Tremendous Bowl into an on a regular basis one.

As shopper sentiment plummeted, worth — each financial and emotional — turned part of almost each advertising marketing campaign, particularly as rivals within the QSR and CPG sectors returned in full pressure to aggressive sparring, a tactic that had beforehand fallen out of favor. Strategically, social-first is up, whereas purpose-driven is down. And whereas entrepreneurs appeared to turnaround struggling manufacturers and reposition sturdier ones, in addition they labored to keep away from probably disastrous rebrands.

Advertising Dive has collected among the greatest advertising efforts of the yr that present the place adland has been and the place it’s going, particularly because the pendulum swings again to efficiency and ROI from the longer-tail returns of brand name constructing.

Finest total advertising: Chili’s Bar & Grill

Chili’s continues to notch spectacular gross sales numbers, just lately reporting its fourth-straight quarter of 20% or larger same-store gross sales will increase. Executives at father or mother firm Brinker Worldwide have repeatedly attributed the informal eating chain’s success to its advertising prowess. Together with beforehand lauded efforts round video-game nostalgia and out-of-the-box worth messaging, Chili’s has continued to search for methods to achieve completely different cohorts by way of tradition.

“For us, staying related, and gaining relevancy with Gen Z, isn’t about chasing each pattern,” mentioned Jesse Johnson, vice chairman of promoting at Chili’s, over e mail. “It’s about exhibiting up authentically within the locations persons are already having conversations in a approach that feels true to who we’re as a model. Which means leaning into humor, tapping into nostalgia, and creating moments that make individuals say ‘Chili’s did wut?!’” 

Two efforts this yr used nostalgia for TV hits of the Nineteen Nineties and 2000s, one pairing the model with “Saved by the Bell” star Tiffani Thiessen and the opposite opening a “Scranton Department” to faucet into continued curiosity round “The Workplace.” Chili’s additionally turned its model icons into trend and costumes, and pitched its margaritas with tie-ups round nation music, motorsports and its personal short-form Lifetime TV film.

“They weren’t solely in a position to enchantment to nostalgia, but additionally mix it with the worth messaging, which is absolutely highly effective on this setting, after which took the battle on to QSR,” mentioned R.J. Hottovy, head of analytical analysis at location analytics platform Placer.ai. “I feel that basically resonated with shoppers.”

Finest noisemaker: American Eagle, “Sydney Sweeney Has Nice Denims”

A handful of promoting campaigns made headlines this yr, however none managed to seize the identical stage of buzz as American Eagle’s tie-up with Sydney Sweeney for its most costly — and maybe most controversial — marketing campaign so far. 

“Sydney Sweeney Has Nice Denims” featured the A-lister within the model’s core product and spanned social media, together with an AI-powered Snapchat expertise, and flashy OOH shows, like a takeover of the Sphere in Las Vegas. Nearly instantaneously, the marketing campaign was hit with criticism, with some arguing that the adverts promoted the long-disproven idea of eugenics. 

Nonetheless, the trouble paid off, turning into probably the most profitable marketing campaign in American Eagle’s historical past and affirming the model’s choice to remain the course regardless of the backlash, mentioned CMO Craig Brommers. The marketing campaign generated almost 1 million new prospects between late July and early September and the model managed to develop in each county in America in Q2. Merchandise worn for the collaboration, together with a limited-edition pair of butterfly-embellished denims, flew off the cabinets.

“Not everybody could agree with this marketing campaign or reply to this marketing campaign, however I hope that folks can isolate that and say it is a marketing campaign that moved the needle and can be utilized as a reference level for entrepreneurs after they get requested, ‘Does advertising work?,’” Brommers mentioned.

Finest social-first marketing campaign: Dove, “#ShareTheFirst”

Social-first advertising has felt ubiquitous in 2025 and few corporations have higher embodied the trade shift greater than Unilever. The CPG large, which is committing half of its advert spend to social, in June confirmed how entrepreneurs can adapt an iconic model platform to fulfill altering wants with Dove’s “#ShareTheFirst.” 

The trouble was developed as the primary totally creator-led iteration of Dove’s longstanding “Actual Magnificence” marketing campaign and executed with out further studio work. Created in partnership with Edelman, “#ShareTheFirst” was rooted in analysis that discovered 9 in 10 surveyed girls take as much as 50 images earlier than posting to social media whereas 60% keep away from sharing particular moments in any respect. To fight this “perfection paradox,” Dove inspired shoppers to place up the primary picture they snapped of themselves, resisting the urge to overthink and as an alternative embrace self-confidence, aligning with the bigger ethos behind the model’s “Actual Magnificence” platform.

The authenticity minded idea was supported by Dove’s community of over 100 international creators, who kickstarted the #ShareTheFirst drive on-line. Dove additionally deployed an out-of-home takeover of London’s Liverpool Road station that included 64 placements highlighting creator content material. Every advert contained a scrollable ingredient, offering an unvarnished peek on the digital camera roll earlier than showcasing a message from Dove. 

“#ShareTheFirst” generated over 1 billion impressions and 94% optimistic sentiment whereas bettering key model metrics, together with buy intent, consideration and perceptions of Dove as a champion of inclusivity. 

Finest cultural play: Hole, “Higher in Denim”

Whereas cultural relevance is a purpose for a lot of entrepreneurs, it may be troublesome to get proper. Manufacturers have to hitch the dialog with out seeming pressured or disingenuous. Not each advertiser can succeed, however Hole definitely appeared to take action this yr. The retailer’s “Higher in Denim” marketing campaign not solely managed to seize international consideration, but additionally drive enterprise outcomes.  

Timed to back-to-school procuring season, the marketing campaign featured international lady group Katseye dancing to “Milkshake” by Kelis whereas outfitted head-to-toe in denim. The retailer has typically targeted on cultural advertising and “Higher in Denim” managed to mix the relevancy of a recent group with the nostalgia of a 2000s anthem. The outcome was a viral, Gen Z-focused marketing campaign.

“The success of that marketing campaign actually put us into one other universe of being related and being for a brand new era of shoppers,” mentioned Hole’s World CMO Fabiola Torres in an interview with Advertising Dive. 

With greater than 8 billion impressions and 500 million views, the marketing campaign is one in every of Hole’s most profitable so far, in accordance with a Q3 earnings name. Not solely did the marketing campaign drive vital visitors, it additionally helped to ship double-digit progress in denim gross sales.

Finest edgy humor: Doritos, “A Spicy, however Not Too Spicy Plumber”

In a walking-on-eggshells setting, artistic that pushes the envelope whereas nonetheless delivering leisure has turn out to be a uncommon beast. Doritos threaded the needle with a racy, digital-first marketing campaign selling its Golden Sriracha chip.

“A Spicy, however Not Too Spicy Plumber” stars actor Walton Goggins in an almost four-minute parody of retro grownup movies. The logline: Goggins’ plumber doesn’t perceive the X-rated style he’s working in, batting away come-ons with straight discuss — that’s, till he takes a chew of Doritos. 

Doritos wished to speak that Golden Sriracha, which is made with a tangier yellow model of the sauce, isn’t as spicy as heat-averse snackers may assume. In an period the place “unhinged” humor is in vogue, the content material edges near pearl-clutching materials with out overplaying its hand. 

“Everyone knows there is a line, and it is a matter of whether or not you’ll be able to go all the way in which as much as the road with out going over,” mentioned Chris Bellinger, chief artistic officer of PepsiCo Meals North America. 

The trouble developed with company Rethink featured Instances Sq. placements, a screening at New York’s Slipper Room and adverts in Maxim. As well as, Doritos inspired steamy social media fan edits, which generated over 200 million views.

“Walton Goggins, being so scorching proper now, actually provides to the viral impression of the movie,” mentioned Jac Mansour, chief artistic officer at Pinnacle Promoting, over e mail. “Longer-format video, if it’s compelling and aligns with a marketer’s total technique, can actually repay, and on this case promote a bunch extra Doritos.”

Finest model turnaround: KFC, “Obsession”

A decade in the past, KFC utilized a string of well-received advertising stunts to rework the chain into a way of life model. Regardless of robust gross sales, KFC in 2022 shook up its advertising management and company companions in a bid to woo younger shoppers however quickly noticed declining progress. Earlier this yr, KFC pivoted once more and entered its so-called “comeback period” with a daring reimagining of its most iconic model asset: Colonel Sanders.

A July marketing campaign included a spot, “Obsession,” that revisited the journey Colonel Sanders took to create KFC and a revamped emblem that swapped Sanders’ standard grin for a scowl. The marketing campaign was crafted by company Highdive and sought to embrace the model fairness of a mascot who was really a founder. 

“We tapped straight into that power and recast him because the feisty chefpreneur he really was, obsessive about high quality and taste and unwilling to accept something much less. That gritty, pushed strategy signaled to shoppers that KFC was severe about reclaiming its spot on the high of the class,” mentioned Chad Broude, the co-founder and co-CCO at Highdive, in emailed feedback.

The intense strategy seems to be working, with System1 naming the trouble the strongest QSR advert of the yr for branding, buy intent and gross sales potential, and the chain seeing a 2% same-store gross sales progress final quarter. 

“By modernizing our heritage and elevating our most distinctive model property, we’re reintroducing KFC to the world, particularly to youthful audiences. And the shift is resonating,” mentioned Melissa Money, CMO for KFC U.S., over e mail.

Finest model transformation: “Walmart. Who Knew?”

Walmart entered 2025 using enterprise tailwinds however with a model notion downside, one which it’s fixing by way of a “Walmart. Who Knew?” platform that higher highlights its assortment and companies like Walmart+. Starring Walton Goggins, “Who Knew?” is the fruits of a bigger shift in Walmart’s advertising technique that has embraced popular culture savvy. The artistic is anchored on a revision of The Who’s “Who Are You” whereas the presence of celebrities is driving model reappraisals, in accordance with Walmart Vice President of Artistic David Hartman. 

“In advertising, we discuss ‘put the model within the tradition and the tradition within the model,’” Hartman mentioned. “Having Goggins play a lead position is likely one of the ways in which permits us to try this.”

Walmart just lately tailored “Who Knew?” for the vacations, unveiling “WhoKnewVille” as a part of a partnership with Dr. Seuss Enterprises. In a spin on the Christmas traditional, Goggins takes on the position of the Grinch, bringing offers on presents to denizens of the titular city. The adverts have attracted tens of millions of views on-line, chatting with how “Who Knew?” has drawn in shoppers searching for seasonal, nostalgic leisure. Publicis companies Fallon, Leo NY, The Group, Contender and Digitas are behind the idea.

“Typically probably the most highly effective transfer is acknowledging your previous baggage,” mentioned Jolene Delisle, founder and head of brand name artistic at The Working Meeting, over e mail. “The sunshine, self-aware tone makes it really feel human, and that’s a giant cause it really works.”

Finest aggressive sparring: Olipop

The higher-for-you soda wars intensified in 2025 as bets from giants like Pepsi and Coca-Cola made waves in an trade dominated by upstarts. Tradition-first advertising has been a constant theme for rivals within the house, however few efforts stood out as a lot as Olipop’s summer season marketing campaign, which upended the standard influencer mannequin to present on a regular basis shoppers the star remedy.

The CPG model in June partnered with Amazon Adverts to drop 5,000 influencer-style PR bins for five cents every on Amazon, with every field inclusive of seasonal Olipop flavors and branded merchandise. In whole, 35,000 individuals signed as much as be notified when the bins had been out there, and the product offered out in two minutes. 

“The social sentiment was actually excessive,” mentioned Steven Vigilante, Olipop’s director of media and partnerships.

The marketing campaign learn as a dig at competitor Poppi, which drew backlash for a Tremendous Bowl effort that despatched branded merchandising machines to common creators. Although Olipop isn’t any stranger to sly digs, its marketing campaign was simply well-timed and well-intentioned, mentioned Vigilante.

“In my coronary heart of hearts, it was not intentional,” Vigilante mentioned. “We wished to do one thing that was scalable and might be accessible to individuals all throughout the nation so long as you’ve gotten an Amazon account, which is loads of individuals lately.” 

Finest purpose-driven: E.l.f., “Give an e.l.f.”

Objective-driven advertising continued to maneuver to the backburner in 2025 as plenty of entrepreneurs scaled again commitments to values like range and inclusion and a shifting social local weather left manufacturers unsure. Nonetheless, E.l.f. Magnificence remained undeterred in its dedication to function, an achievement immediately mirrored within the model’s 27 consecutive quarters of web gross sales progress, in accordance with Chief Model Officer Laurie Lam. 

“Standing by the issues that we care about issues a lot, and particularly at a time once I assume our voices is probably not as heard,” mentioned Lam. 

The model in October launched “Give an e.l.f.,” a marketing campaign that highlights the model’s annual Influence Report and encourages shoppers to gas their very own sense of function. The trouble included a New York Metropolis occasion inviting shoppers to go to a customized kiosk and choose a trigger they care about, and E.l.f. in trade made a donation to a nonprofit targeted on that trigger. 

In whole, the marketing campaign delivered round 195 million earned impressions and achieved 99% optimistic sentiment, in accordance with Lam.

“We’ve made a dedication to create zero distance with our group, with our C-suite, and we actually wish to be sure that is proven by way of motion,” Lam mentioned. “This was not simply speaking — this was we’re going to stroll the discuss.” 

Finest use of nostalgia: “Neutrogena Remembers”

As ‘90s youngsters come into elevated spending energy, many manufacturers have turned to nostalgia to win their consideration. “Bear in mind this factor from while you had been younger” has supplied the premise for a lot of a marketing campaign as manufacturers look to invoke emotions of childhood in shoppers. Nonetheless, nostalgia-based campaigns have nearly turn out to be a dime-a-dozen, with many trying to join with millennials however few really standing out. 

Neutrogena has put its personal spin on nostalgia advertising. As a substitute of asking shoppers, “Do you keep in mind this factor,” the wonder model is saying, “Should you can keep in mind this factor, you’re most likely getting previous.” The change in perspective offers the framework for “Neutrogena Remembers,” a marketing campaign meant to sort out the dialog round getting old and promote the model’s Fast Wrinkle Restore Cream and Fast Wrinkle Restore Serum merchandise.

“We wished to shake issues up on how we join with our shoppers on anti-aging,” mentioned Chris Riat, international model chief, Neutrogena, at Kenvue. “And versus being… anchored within the worry of the wrinkle, we wished to mainly join with them on getting old in a optimistic approach.”

The marketing campaign noticed robust social engagement, together with a big quantity of user-generated content material on platforms like TikTok and Instagram. Magnificence is a dynamic and busy class, and “Neutrogena Remembers,” allowed the model to chop by way of the noise, in accordance with Riat.