Every year brings its memorable, and oftentimes surprising, PR moments – from noteworthy brand launches to creative celebrity partnerships and everything in between. While most of the world sees the finished product, PR professionals are drawn to what had to happen behind the scenes to make it happen: the strategy meetings, the last-minute pivots, and the decisions made under pressure.
2025 was no different.
There truly was no shortage of “wait…did you see this?” moments, and very few of them followed a traditional playbook.
From a viral Coldplay concert moment to the jean’s controversy heard around the internet, this year was a clear reminder of how quickly public perception can shift, and how much strategy goes into managing it.
Many of 2025’s biggest viral moments have evolved into real-time PR case studies. Below, our communications experts at O&G break down the PR moments that defined the year – what happened, why they worked (or didn’t), and what communications pros can take away from each.
When a Brand Knows Its Audience -Duolingo “Kills” Its Mascot
From Kelly Henning
In February of 2025, Duolingo shocked its followers with an announcement that its iconic green owl mascot, known as Duo, was dead. In an Instagram post, the brand stated that “authorities are investigating the cause of death,” immediately sparking speculation, memes and widespread conversation across social media platforms.
For several days, Duolingo leaned fully into the storyline, continuing the mock investigation and allowing the internet to “mourn” the owl.
Then came the twist: Duo could come back to life, but only if users did their language lessons.
The brand revealed that collective user engagement could revive the mascot, tying Duo’s fate directly to app activity. As lessons were completed and progress was tracked, Duolingo updated followers on the owl’s condition. Once the engagement goal was met, Duo was officially “revived,” returning with the same chaotic energy that made the mascot internet-famous in the first place.
Duolingo’s move was a masterclass in brand voice consistency and internet fluency. The company has long positioned itself as self-aware and chronically online, making this stunt feel authentic rather than forced.
By “killing off” a mascot that audiences already had a strong emotional relationship with, Duolingo created immediate emotional investment. The ambiguity of the post drove organic conversation, while the faux-investigation angle extended the lifespan of the story. It’s important to note that the brand did not rely on paid amplification; the moment succeeded because it was inherently shareable and internet-culturally fluent.
Brand stunts can feel overly polished or transparent in their marketing intent, but Duolingo embraced absurdity and trusted its audience would play along.
What can PR pros learn from it? In a digital climate where attention spans are short, storytelling matters more than ever. Duolingo didn’t just post a joke, it launched a narrative that unfolded over time, encouraging audience participation and speculation.
Key takeaways for PR professionals:
- Know your brand voice and commit to it. This worked because it aligned with Duolingo’s established playful personality.
- Let audiences co-create the moment. Leaving space for interpretation fuels organic engagement.
- Don’t over-explain too quickly. Strategic ambiguity can extend relevance and interest.
- Bold risks pay off when they’re authentic. Internet culture rewards confidence and creativity, not caution.
Duolingo proved that even a fictional “death” can breathe new life into a brand if executed with clarity
What Happens When Your Rebrand is Met with Criticism – Cracker Barrel’s Rebrand
From Ashleigh Hoover
One of the most defining PR campaigns, or in this case PR backlashes, of 2025 that comes to mind was the Cracker Barrel rebrand and subsequent reversal.
As someone who always looks forward to perusing the nostalgic candy on road trips, this rebrand shocked me. And I obviously wasn’t the only one.
David Johnson, CEO of branding agency Strategic Vision PR Group, put it best to CBS:
“What they did wrong is they went against their brand story, which was the old logo, that reflected the southern, whimsical atmosphere in the stores.”
Working at a PR agency I have seen some rebrands come to light and knows what goes into them. With that in mind my first question when I saw this was “Was their entire focus group millennials whose favorite color is beige?”
The rebrand stripped away, in my opinion, everything that Cracker Barrel is known for and based on. It went from eye-catching, classic, and home-y to mediocre, colorless, and forgetful.
It also goes to show that whoever suggested this rebrand, was not in line with the brand’s core audience, as evidence by level and speed of the backlash. Thought it was refreshing, however, to see how quickly Cracker Barrel reversed course, most likely at high cost.
But to me that says the sentiment of their customers matters more than the money they spent on the rebrand, and the agency that suggested it, going into the circular file.
When a Campaign Takes on a Life of Its Own – Sydney Sweeney ‘Good Jeans’
From Melanie Parncutt
Sydney Sweeney’s American Eagle campaign became a flashpoint in summer 2025 after a wordplay-driven ad referencing “genes” and “jeans” drew criticism that the messaging echoed exclusionary ideas about heredity, while others dismissed the backlash as an overreach.
The controversy intensified not only because of the language itself but because of how it was handled afterward: even when Sweeney addressed the campaign in a GQ podcast interview and was given an opportunity to clarify intent, she declined to directly address the criticism, allowing ambiguity to persist.
Months later, she issued a reactive statement distancing herself from hate and divisiveness, but by that point a public narrative had already taken hold, shaped largely by speculation and interpretation during her silence
For PR professionals, the case highlights two core lessons: first, that deferring clarity allows audiences to construct their own interpretations; and second, that high-profile partnerships increasingly carry political and ideological weight, requiring publicists and brand managers to carefully assess whether a campaign’s tone, symbolism or potential for sensationalism truly aligns with a talent’s personal values and long-term professional brand before they become the face of it.
When Personal News Becomes PR Gold – Taylor Swift’s 2025
From Ashley Arenal
Taylor Swift didn’t just dominate 2025, she turned it into a masterclass in strategic visibility by blurring the lines between personal and professional with the release of “The Life of a Showgirl” and a very public engagement.
Her album rollout was anything but predictable. In addition to its record-breaking drop on Spotify, Swift paired the release with an exclusive film, turning the launch into a communal experience that combined music, cinema and live events.
Her appearance on Travis Kelce’s New Heights podcast showcased a rare, authentic conversation with the star. The choice to appear on the podcast over a traditional press circuit allowed Swift to tell her story on her own terms and reach a wider audience on a popular and accessible platform.
Combine all of this with fan-driven Easter eggs, an unmistakable color palette and easily replicated music video choreography that led to a viral TikTok dance and you can see why Swifties had their hands full.
And amidst the anticipation for “The Life of a Showgirl” news of Swift’s engagement to Kelce dominated the news cycle. Leading news sources like CBS News and the Today Show halted coverage to announce the breaking news or report on all the details of the massive ring.
On social, brands like Krispy Kreme, Olipop and Lego, even professional sports teams and the Empire State Building, jumped in fast with content that felt clever, not cringey, proving that when the moment’s right, everyone wants in on the narrative.
The takeaway for PR pros?
Timing, platform choice and authenticity aren’t just buzzwords. They’re the trifecta that turns a moment into momentum.
With Love and Respect – Food Network’s Handling of Anne Burrell
From Sarah Caro
The unexpected passing of celebrity chef Anne Burrell earlier this year shocked the culinary community with grief. Known for her fiery personality and signature spiky blonde hair, Burrell was a Food Network veteran and the face of “Worst Cooks in America.” When she tragically died just before the airing of the newest season was set to air, Food Network faced a delicate challenge: how to move forward with the show while honoring her legacy.
Instead of moving or cancelling the start date, the network made the intentional choice to air the pre-recorded season as scheduled, accompanied by tasteful tributes and acknowledgments of her impact to both the network and the culinary industry.
Food Network also made the choice to not only end each episode in a heartfelt dedication to Burrell, but to also spotlight the importance of mental health awareness — making a statement in an industry not typically known for its vulnerability or compassion.
From a PR standpoint, the approach struck a delicate balance between transparency and reverence. However, it’s worth asking: would this decision have been made 20 years ago?
In my opinion…probably not. Not to be cliché, but “in those days,” networks often chose silence or avoidance when tragedy struck.
Today, we expect more honesty, transparency and even humanity from brands.
Food Network’s handling of Anne Burrell’s passing serves as a reminder that good PR isn’t about choosing between business and compassion. When done thoughtfully and sincerely, it does both.
When a Personal Moment Becomes Center Stage – Astronomer CEO Coldplay Concert
From Rachel Nehring
When two people were caught on camera at a Coldplay concert with a visibly uncomfortable reaction, the moment immediately went viral.
And, as the internet does best, curiosity quickly turned into investigation: who were they, why did they react that way, and what was the story behind the clip?
What followed turned a fleeting moment at a concert into a full-blown reputational spotlight.
The individuals were soon identified as senior leaders at a company called Astronomer, including its CEO and a member of the company’s HR team.
Their roles within the organization naturally raised questions online about professionalism and internal boundaries, particularly given the nature of their closeness in the video.
As attention grew, the situation became less about the individuals and more about how Astronomer would respond. The company moved quickly, ultimately leaning into the moment rather than attempting to ignore it.
By partnering with Gwyneth Paltrow and her communications team to release a tongue-in-cheek video response, Astronomer managed to flip the narrative, turning widespread scrutiny into a moment of controlled, self-aware brand messaging that kept the internet talking.
For PR pros, Astronomer’s response showed that speed, tone, and cultural awareness matter just as much as the message itself. By acknowledging the moment and responding with self-awareness rather than defensiveness, the company was able to redirect attention in its favor.
A Branding Moment That Was, Quite Literally, Wicked Good
From Tatum Arai
After the massive cultural momentum of Wicked’s 2024 release, Wicked: For Good had an unusual hurdle to clear: entering the spotlight as a sequel built on Act II, widely perceived as the weaker half of the Broadway stage production.
The 2025 campaign leaned on scale and access rather than repetition. Wicked: For Good partnered with more than 400 global brands, expanding the world of Oz into beauty, fashion, home décor and collectibles. By placing the film inside everyday consumer touchpoints instead of relying solely on traditional promotion, the campaign allowed audiences to encounter the brand in ways that felt natural and participatory.
The lesson for PR professionals is simple: a campaign succeeds when people engage, adopt and carry it themselves. If you give audiences something to wear, share and make their own, the brand stays in motion, in culture and in conversation… for good.
Closing out 2025
PR moments this year were shaped in the comments section, on concert screens, and across timelines. The brands and people that stood out weren’t perfect but they were responsive, self-aware, and culturally fluent. And as these moments prove, how you show up matters just as much as what happens.
As we head into 2026, it’s an exciting a time for PR pros to fine tune-their campaigns and aim to create moments that not only capture attention, but dominate the conversation.