2025 was filled with uncertainty and conflict, making it hard for advertisers to stand out next to breaking news and global concerns. Companies had to get more creative than ever with their advertising approaches, and a few notable brands found ways to generate buzz even with so much going on in the world.
The following marketing campaigns, highlighted by MarketingDive, evoked different responses for different audiences, but they all have one thing in common: popularity. Despite how people felt about these advertisements, they achieved success and got people talking about the brands. Looking at some of the most influential marketing campaigns of 2025 can help brands determine the best approaches for 2026.
1. Chili’s Grill & Bar (Best Overall Marketing)
Chili’s had an incredible year overall with its fourth-straight quarter of a 20% or higher sales increase. This wasn’t due to just one campaign, but instead, multiple ad campaigns following the same idea.
Jesse Johnson, vice president of Chili’s marketing, explained: “For us, staying relevant, and gaining relevancy with Gen Z, isn’t about chasing every trend. It’s about showing up authentically in the places people are already having conversations in a way that feels true to who we are as a brand. That means leaning into humor, tapping into nostalgia, and creating moments that make people say ‘Chili’s did wut?!’”
Some great examples of this from 2025 include their partnership with Tiffani Thiessen from “Saved by the Bell” and leaning into their new “Scranton Branch” to appeal to fans of “The Office.”
2. American Eagle (Most Talked About)
One of the most memorable ad campaigns of the year was American Eagle’s “Sydney Sweeney Has Great Jeans” partnership with the actress. However, it wasn’t memorable for the right reasons. Many people discussed the advertisements on social media, saying they were in poor taste and promoted the disproven theory of eugenics.
Even with the backlash, American Eagle stood its ground and kept the ads running, which proved to be the right move. Jeans worn during the collaboration sold faster than ever, making this the company’s most successful campaign. It showed that not all buzz needs to be positive to work in a brand’s favor.
American Eagle’s CMO Craig Brommers said: “Not everyone may agree with this campaign or respond to this campaign, but I hope that people can isolate that and say this is a campaign that moved the needle and can be used as a reference point for marketers when they get asked, ‘Does marketing work?’”
3. Dove (Best Social-First Campaign)
Social media is a huge part of the world today. Dove took advantage of that by partnering with Edelman to create a campaign solely for socials. Their campaign called “#ShareTheFirst” was inspired by research showing that 9 of 10 women surveyed said they take up to 50 photos before posting.
To break the expectation of perfection on social media, Dove encouraged users to share the first photo they take instead of overthinking it and taking more. The concept aligned with the brand’s “Real Beauty” image.
While not advertising a specific product like most brands, Dove created a lot of buzz by generating over 1 billion impressions and 94% positive sentiment, helping shape their brand image.
4. Gap (Best Cultural Approach)
Cultural relevance is important for marketing, but it can be tricky for brands to execute correctly. Gap had a great example of a cultural ad with their “Better in Denim” campaign. To advertise their denim clothing items in time for back-to-school season, they shared a video of girl group Katseye dancing to “Milkshake” by Kelis.
The combination of the trendy artist and classic song is perfect for capturing Gen Z’s attention. It received over 8 billion impressions and 500 million views, making it one of Gap’s most successful marketing campaigns ever while drawing in new consumers.
5. Doritos (Best Humor)
Humor is a great way to appeal to viewers, but since everyone has a different sense of humor, it can be tricky to find something that works. Doritos loves making silly advertisements, and they gained a lot of popularity with their “A Spicy, but Not Too Spicy Plumber” ad.
The nearly four-minute-long video is a parody of X-rated films, but the plumber featured in the ads doesn’t understand the genre. The ad shows that Doritos Golden Sriracha chips are spicy, but not too spicy.
Unhinged humor like this is trending, so many people fell in love with this quirky ad. Chris Bellinger, chief creative officer of PepsiCo Foods North America, said that creating humor in ads is all about finding the line and getting close to it without going over.
6. KFC (Best Brand Turnaround)
KFC has had its ups and downs over the years, with some of its recent campaigns not landing with its target audience. However, the brand is calling its new direction a “comeback era,” and it’s bringing attention to KFC again.
During its 2025 marketing campaign, KFC centered ads around its iconic mascot, Colonel Sanders. In a series of dramatic ads, KFC shows the story of Colonel Sanders searching for the perfect friend chicken recipe. During this period, they changed the logo to show him with a scowl instead of his signature smile.
Melissa Cash, CMO for KFC U.S., explained: “By modernizing our heritage and elevating our most distinctive brand assets, we’re reintroducing KFC to the world, especially to younger audiences. And the shift is resonating.”
7. Walmart (Best Transformation)
Walmart is a business that everyone knows about, but not everyone thinks highly of. In 2025, Walmart decided to work on its brand perception by creating ads that showcase everything it has to offer, including its Walmart+ membership.
This ad campaign is called “Walmart. Who Knew?” The ads feature actor Walton Goggins and many pop culture references. One of the most recent ones has him playing the Grinch in holiday commercials. These ads help Walmart stay relevant by being self-aware and following trends.
8. E.l.f (Best Purpose-Driven)
Unfortunately, many brands shifted away purpose-driven approaches in advertising, but E.l.f. Beauty has always cared deeply about making an impact. Their October campaign, “Give an e.l.f.” encouraged people to visit their kiosk in New York City and select a cause they cared about. Then, E.l.f. donated to organizations that supported those causes.
This campaign earned 195 million impressions and 99% positive sentiment. Plus, it made a positive impact on the world in the process.
“Standing by the things that we care about matters so much, and especially at a time when I think our voices may not be as heard,” said E.l.f.’s Chief Brand Officer Laurie Lam.
9. Olipop (Best Competitive Approach)
New soda brands have the challenge of competing with classics like Pepsi and Coca-Cola. Olipop, one of the soda brands marketing as better for you, found new ways to set them apart from the competition.
Olipop partnered with Amazon Ads, which launched 5-cent boxes with seasonal Olipop flavors and branded merchandise. 35,000 people signed up to be notified about the product, and it sold out within only two minutes. It quickly set Olipop apart from similar brands like Poppi, who had mixed responses after their 2025 Super Bowl ads.
Olipop has continued more Amazon giveaways and promotions to further spread their brand image.
10. Neutrogena (Best Nostalgic Campaign)
Finally, Neutrogena was a brand that effectively leaned into nostalgia in their marketing. Their campaign, “Neutrogena Remembers” shows things people reminisce about from their childhood. However, the ads indicate that if you remember these things, you’re getting old.
Then, the ads go on to recommend Netrogena’s Rapid Wrinkle Repair Cream and Rapid Wrinkle Repair Serum products to help consumers stay youthful even as they age. It’s the perfect way to draw people in with nostalgia while offering a solution to aging concerns.
Chris Riat, Neutrogena’s global brand leader, said: “We wanted to shake things up on how we connect with our consumers on anti-aging. And as opposed to being anchored in the fear of the wrinkle, we wanted to basically connect with them on aging in a positive way.”
How Can Brands Stand Out in 2026?
With such a wide variety of ad campaigns out there, the market is extremely competitive. If brands want to stand out, they need to find a unique approach that captures attention easily. The most successful ads from 2025 can give brands a hint at what to aim for in 2026.
Finding a specific approach and leaning into it is a great way to succeed. Whether it’s nostalgia, Gen Z relevance, impact, or humor, there are lots of ways brands can lean into trends and use them in a way that makes sense for their image.
Need help finding the best marketing strategy for your brand? Contact Avenue Z to see how we can improve your marketing campaigns for 2026.
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