5 Big PR Wins and 5 Major Fails That Took the Internet by Storm This Summer
As summer winds down, we at BrandNEWS are taking a look back at the biggest PR wins, boldest campaigns, and clever marketing moves that dominated the internet this season. But with the highs come the lows — and there were some PR fails that had everyone talking for all the wrong reasons.
From strategic brand storytelling to social media blunders, here are the top PR moments of the summer and what brands can learn from them.
5 Big PR Wins of Summer 2025
1. Rhode’s Lemontini Launch
While butter yellow may be KitchenAid’s “Color of the Year,” Hailey Bieber’s Rhode went in a completely different direction with its Lemontini Collection. Through immersive PR campaigns, sensory-driven cocktail-inspired photoshoots, and a cohesive Instagram takeover drenched in vibrant lemon yellow, Rhode built hype before the launch even dropped.
Takeaway: Rhode proves the power of cohesive visual branding and sensory marketing to create an experience rather than just a product.
2. Demi Lovato’s Perfect PR Comeback
Demi Lovato’s summer has been one long PR win. From a surprise appearance at the Jonas Brothers’ 20th Anniversary Tour to revisiting — and publicly making amends with — the frozen yogurt shop she famously feuded with in 2021, Demi’s team has leaned into nostalgic marketing while reshaping her public image.
Takeaway: A well-executed rebrand can reconnect audiences by mixing nostalgia with authenticity.
3. KFC’s Witty Comeback Campaign
Fans were thrilled when KFC announced the return of its beloved Potato Wedges and Hot & Spicy Wings after five years. Through a series of teaser videos and one bold reveal — “Here, damn.” — KFC reminded brands everywhere that sometimes less is more in PR.
Takeaway: Keep messaging short, playful, and viral-ready to spark online engagement.
4. New Heights Podcast x Taylor Swift
Jason and Travis Kelce’s New Heights Podcast delivered a PR masterclass when it landed Taylor Swift for a two-hour episode tied to her “Life of a Showgirl” album release. Teasers flooded social media, resulting in nearly 20M YouTube views in record time.
Takeaway: Strategic collaborations paired with timely teasers can generate massive reach.
5. Lindsay Lohan’s Nostalgia-Driven Return
Lindsay Lohan’s comeback in the reboot Freakier Friday has fans buzzing. By re-wearing iconic outfits from her original 2003 press tour and leaning into nostalgic PR tactics, Lindsay’s team has perfectly balanced legacy fandom with new audience engagement.
Takeaway: Nostalgia sells — especially when paired with fresh storytelling.
5 Major PR Fails of Summer 2025
Not every campaign hit the mark. These are the PR missteps that had everyone talking:
1. Astronomer’s CEO Scandal at Coldplay
A viral kiss-cam incident caught Astronomer’s CEO and CHRO together — both married to other people — sparking controversy and ultimately, the CEO’s resignation. While Astronomer salvaged its image by cleverly enlisting Gwyneth Paltrow in a PR stunt, the damage was done.
Lesson Learned: Always control the narrative quickly when scandal strikes.
2. Sydney Sweeney’s American Eagle Ad
An awkwardly scripted American Eagle ad featuring Sydney Sweeney left fans confused and offended, sparking backlash over its messaging. The brand had to issue a public apology and pull the campaign entirely.
Lesson Learned: Messaging matters. Ensure campaigns undergo rigorous audience testing before release.
3. Celsius x High Noon Packaging Disaster
A supplier mix-up resulted in Celsius cans packaged as High Noon alcoholic beverages. While Celsius attempted humor in its response, critics felt the brand downplayed consumer safety concerns.
Lesson Learned: Transparency always wins over clever spin when consumer safety is at stake.
4. Elf Cosmetics’ Matt Rife Misstep
Elf Cosmetics faced backlash for featuring comedian Matt Rife, previously “canceled” over controversial jokes, in its campaign. Days later, Elf issued an apology and scrapped the ad, but trust had already eroded.
Lesson Learned: Vetting influencers thoroughly is key to protecting brand reputation.
5. The Tea App Data Breach
Tea, a popular dating safety app, suffered a data breach exposing sensitive user information. Though developers quickly removed leaked features, users abandoned the app en masse.
Lesson Learned: In an era of heightened data privacy concerns, security must come first.
What Brands Can Learn from These PR Wins and Fails
This summer proves one thing: PR success isn’t accidental. Winning campaigns combined nostalgia, timing, and authentic storytelling, while failures often stemmed from tone-deaf messaging, lack of vetting, or ignoring audience sentiment.
At BrandNEWS, we help brands build authentic connections with audiences and mitigate PR risks before they spiral. If your brand is ready to create its next big PR win, get in touch with us today and let’s make it happen.