This year delivered unforgettable campaigns. Some were brilliant, and some were questionable, but all offer us something to learn. This year showed that a marketing win depends on what a brand values most. Here are four unforgettable campaigns from 2025 and what each one teaches us.
Dunkin’ x Sabrina Carpenter
Launched at the end of 2024 and continuing through 2025, Dunkin’s partnership with Sabrina Carpenter became a long-lasting cultural hit. Carpenter’s playful and cheeky persona complemented Dunkin’s brand, making the collaboration feel authentic.
The partnership worked because Dunkin’ did not reinvent its menu. Instead, it highlighted what it already offered through a culturally relevant star. The lesson is simple. Brands do not need to stray far to create something successful. They just need to keep up with pop culture and enhance their strengths with the right partner.
Nike “So Win”
Nike’s “So Win” Super Bowl ad was powerful and defiant. It connected with the rising interest in women’s sports, while also highlighting the obstacles that female athletes face. Running a message about gender equity during one of the most male-dominated stages of advertising made the campaign even more striking.
The results were huge. Meltwater reported that it generated the most social media engagement of any Super Bowl 2025 ad. More than sales, the impact came from the conversation it sparked. Nike showed that influence is measured not only by revenue but also by cultural relevance and the willingness to take a stand.
American Eagle “Sydney Sweeney Has Great Jeans”
American Eagle’s Sydney Sweeney campaign became one of the most controversial moments of the year, trending on social media as a form of rage-bait marketing. Still, sales and stock surged as the brand stayed at the center of online discussion.
But that type of notoriety comes at a cost! The cost, in this case, was reputation. Many young consumers viewed the campaign as tone-deaf, and the brand’s image has suffered as a result. The lesson here is that companies must define what a win truly means for them. If attention and sales matter most, controversy can achieve that. If long-term brand perception is important, the risks may outweigh the benefits.
Gap “Better in Denim”
Gap’s “Better in Denim” campaign served as an unofficial response to American Eagle and arrived at the perfect moment. It offered the cultural diversity and authenticity that many felt American Eagle missed, which helped it to gain strong positive attention.
As a part of Gap’s long-term rebranding effort, the campaign pushed the company back into public conversation in a way that aligned with its goals. The key lesson is the value of timing. By recognizing how a cultural moment could support its broader brand strategy, Gap created meaningful momentum that continued through later marketing wins.
So while these are just a few moments that stood out this past year, each one offered something to learn! The only question left is: What marketing goals will you set for the next year?
