When it comes to public relations, a well-executed PR campaign can make all the difference. On Monday, we gave you 5 Tips for Building a Winning PR Strategy. Here, we’ve rounded up a list of five PR campaigns that we love at Trippant.  

Tylenol’s 1982 Crisis Management

In 1982, Tylenol faced a crisis when seven people died after taking cyanide-laced capsules. Tylenol immediately recalled all products, halted advertising and issued a nationwide warning. The CEO appeared on national television to assure consumers of their commitment to safety. Tylenol worked with authorities to find the source of the contamination and implemented new tamper-resistant packaging. The company’s swift and transparent response limited damage to the brand and within a year, Tylenol regained its position as the market leader in pain relievers.

“Got Milk?”

This advertising campaign, which began in 1993, helped to increase milk consumption in California by 7%. The campaign’s iconic tagline and images of celebrities with milk moustaches became ubiquitous and helped to make the “Got Milk?” slogan one of the most recognizable in advertising history. 

“Think Different” 

The 1997-2002 campaign was developed by Apple to celebrate the company’s innovative spirit and position it as a leader in the technology industry. It featured photos of influential figures such as Albert Einstein, Martin Luther King Jr., and John Lennon, and the campaign’s slogan, “Think Different”, became synonymous with the Apple brand. 

“The Truth” 

Launched in 2000 by the American Legacy Foundation, “The Truth” is an anti-smoking campaign targeted at teenagers and young adults. The campaign used shock advertising, humour, and celebrity endorsements to discourage smoking and was credited with helping to reduce youth smoking rates. 

Heathrow Bears Campaign

In 2013, Heathrow Airport in London unveiled a set of sculptures of bears made from recycled materials, to raise awareness of environmental issues. The campaign was a huge success, attracting widespread media coverage and positive public reaction. It helped to improve the airport’s image and was credited with increasing passenger numbers. 

These five PR campaigns demonstrate the power of a well-executed PR strategy and the impact it can have on a brand. From crisis management to increasing brand awareness, these campaigns have set the standard for excellence in the industry and continue to be studied and admired today.

Trippant can help your company grow through communication, creating purposeful change through PR, thought leadership and strategy. To find out more – or get in touch – head to our website.