If 2024 taught us anything, it’s that PR and marketing aren’t just about keeping your brand afloat. No, they’re about making waves, though sometimes, those waves can become tsunamis, especially when campaigns backfire or controversies arise. Whether it’s a perfectly executed rebrand or a Photoshop fail that sends Twitter into a meltdown, PR in 2024 reminded us that being talked about isn’t always the same as being celebrated.
This year brought a mix of genius campaigns, controversial stumbles, and downright puzzling decisions. From a royal blunder to an AI-generated ad that split opinions, let’s revisit the PR moments that had us gasping, laughing, and endlessly scrolling. Here’s your year-end dose of hindsight —and maybe a little foresight— for what not to do in 2025.
1. Jaguar’s rebrand: Modern or misguided?
In a bid to shed its legacy image and embrace a sleeker, more modern identity, Jaguar rolled out a rebrand that included a minimalist logo and a repositioning as a luxury electric vehicle (EV) brand. The reaction? Let’s just say the engine sputtered.
While some industry insiders praised the move as bold and forward-thinking, the general public had mixed reactions. Younger audiences accused Jaguar of “gay-washing,” questioning the relevance of the brand’s use of androgynous models in its campaigns. Meanwhile, long-time Jaguar enthusiasts mourned the loss of the emblem’s heritage, claiming the redesign stripped the brand of its iconic identity.
PR Lesson: In a world where inclusivity is celebrated, authenticity remains key. A rebrand should reflect more than just surface-level aesthetics; it needs to resonate with both legacy customers and new audiences.
2. Coca-Cola’s AI Christmas ad: Merry and machine-made
Coke has a history of nailing holiday campaigns, so expectations were high when they unveiled their 2024 Christmas ad, created almost entirely by AI. The visuals were undeniably stunning, and the idea was clearly there. But something felt off.
Viewers were quick to point out that while the ad ticked all the technical boxes, it lacked the emotional warmth that makes holiday campaigns memorable. Critics dubbed it “the uncanny valley of Christmas,” sparking a wave of memes about AI replacing human creativity.
This wasn’t the first time Coca-Cola toyed with AI, but it was a reminder that while machines can create, they can’t always connect.
PR Lesson: Innovation is great, but in storytelling, heart always beats hardware.
3. Bud Light’s backlash: A case of mixed messages
Bud Light learned the hard way that taking a stand without a plan is a recipe for disaster. The beer brand partnered with a trans influencer for a campaign celebrating inclusivity, but the move didn’t sit well with its more conservative customer base. The backlash was swift, with calls for boycotts dominating headlines and social media.
But the real PR failure came later when Bud Light tried to backpedal, issuing vague statements that satisfied no one. Instead of sparking meaningful dialogue, the brand found itself stuck in the crossfire, losing consumer trust across the board.
PR Lesson: If you’re going to align your brand with a cause, make sure you’re ready to weather the storm. Authenticity and consistency are non-negotiable.
4. Spotify unwrapped: When magic turned mechanical
Spotify Wrapped has been a much-anticipated year-end tradition, celebrated for its ability to make listeners feel uniquely seen. But in 2024, the magic fizzled. Amid layoffs and growing skepticism about Spotify’s reliance on AI, many users claimed their Wrapped results felt off—less personal and more algorithmic.
Some listeners took to social media to share eerily similar playlists and statistics, despite having vastly different music tastes. The suspicion? Spotify was leaning too heavily on AI, generating generic summaries rather than reflecting genuine listening habits. Memes about “copy-paste Wrapped results” quickly went viral, with the hashtag #SpotifyUnwrapped adding fuel to the fire.
PR Lesson: Personalisation is powerful, but it has to feel authentic. For features like Wrapped, where trust and nostalgia drive engagement, even a hint of artificiality can break the spell.
And so, we close the chapter on 2024, a year that reminded us PR isn’t just about grabbing headlines; it’s about staying grounded in a world that demands more authenticity than ever. This year, we witnessed how even the most innovative campaigns could unravel when they failed to resonate with audiences and how small missteps could get a brand cancelled. The stakes have never been higher for brands to strike the right chord with their messaging, proving that creativity must walk hand in hand with a strong understanding of their audience.
As we step into 2025, one thing is certain: the brands that thrive will be those that listen closely, act authentically, and embrace the ever-evolving expectations of their audiences. To the creatives, strategists, and risk-takers, here’s to campaigns that not only spark conversations but also foster meaningful connections and leave lasting impressions in the hearts and minds of those they reach.
Happy New Year — let’s make it one to remember, for all the right reasons! We hope our 2024 PR highlights helped you gain some perspective on your PR plans moving forward. Got any questions? Reach out to us hello(a)syncpr.co and we’d be happy to discuss.