Top Successful Marketing Campaign Examples in the US 2025

It’ll take you a lot of practice to close the gap between good and great marketing campaigns. But here’s a quick hack: study marketing campaign examples from industry leaders, and you’ll slash your learning years down to a matter of days.

In this post, I’ll discuss some of the outstanding marketing campaigns in the US in 2025 so that you can quickly draw inspiration from their strategies.

Specifically, we’ll look at their objectives and target audience, strategy & message, channels execution, as well as results and impact.

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Best Marketing Campaign Examples in the USA 2025

Here are some excellent examples of marketing campaigns in the US in 2025 to explore.

1. Lay’s “No Lay’s, No Game” Campaign

Since 2022, Lay’s has been actively sponsoring American football through its partnership with the Super Bowl. The “No Lay’s, No Game” campaign is a multi-year marketing initiative that ties the joy of watching football and crunching potato chips.

Over the years, the campaign has featured legendary footballers, including Lionel Messi, Thierry Henry, and Luis Suárez.

The highlight?

These legends engage with fans through surprise home visits, pub crawls, and interactive digital experiences like AR activations and mobile games. The central message, as the name suggests, is that the game is incomplete without the chips, thereby making them an indispensable part of the football viewing experience.

This year (2025), Lay’s embarked on the first-ever Lay’s Crawl: an epic search for a pub serving Lay’s, surprising game-watching fans with appearances by four legendary players, first Putellas and Henry in Barcelona, followed by Messi and Suárez in Miami.

Strategy and Message

The strategy behind the campaign was storytelling, adopted to cement Lay’s as more than just a snack and position the brand as a cultural requirement for enjoying soccer. 

The message was simple yet powerful: no Lay’s, no real soccer experience. This was dramatized through playful storytelling where icons like Alexia Putellas, Thierry Henry, Lionel Messi, and Luis Suárez disrupted everyday settings in search of bars stocked with Lay’s.

At its core, the campaign tapped into the universal truth that soccer is best enjoyed in community—with friends, legends, and of course, the right snacks. The humor, surprise, and relatability of the players’ journey carried the message that Lay’s is not optional, but essential for fans who want to experience the game to the fullest.

The ultimate goal of the campaign is to drive purchases and encourage consumption of Lay’s during sports events.

Channel Execution

The campaign rolled out as a global multi-platform activation, anchored by a hero film directed by Andrew Lane. It premiered online through YouTube and social media, supported by TV spots and short-form edits optimized for TikTok, Instagram, and X.

On-the-ground activations took place in Miami and select European cities, where surprise player appearances created authentic fan-generated content. Lay’s amplified these moments through paid digital media, influencer partnerships, and coordinated PR pushes with sports journalists.

This mix of digital-first storytelling and live, experiential stunts ensured the campaign reached millions online while creating unforgettable real-world touchpoints that tied directly back to the product.

Results and Impact

The campaign sparked widespread buzz across social media, with clips of stunned fans meeting Messi, Suárez, Putellas, and Henry going viral within hours. On TikTok and Instagram alone, the #NoLaysNoGame hashtag generated an estimated 250M+ views within the first two weeks, while Twitter/X conversations trended in both Europe and Latin America.

Lay’s successfully deepened its association with soccer culture, positioning itself as an integral part of the global fan experience. The campaign drove a 12% lift in brand recall among Gen Z and millennial audiences, and early retail data suggested a 7–9% increase in sales in markets where the campaign was most active.

In terms of impact, the activations in Miami and across Europe created a tangible sense of exclusivity—fans didn’t just consume the product, they lived the brand.

Overall, the campaign delivered over 1.2B impressions globally, achieved an average engagement rate of 8% across social channels, and reinforced Lay’s position as the go-to snack for unforgettable matchday experiences.

Strategy Lessons for Small Businesses

Here are strategy lessons from the Lay’s No Lay’s, No Game campaign and how small businesses can adapt them on a lean budget:

1. Make Your Product Essential to the Experience

Lay’s positioned chips as a must-have for watching soccer. Small businesses can do the same by tying their product or service to a lifestyle moment. For example, a local coffee shop could brand itself as the “morning fuel for productivity” or a boutique gym as the “non-negotiable start to your day.” The key is to make your brand feel inseparable from something your audience already values.

2. Use Relatable Storytelling With Local Heroes

Lay’s used Messi, Suárez, Putellas, and Henry to add excitement. Small businesses can swap celebrities for local influencers, micro-creators, or even loyal customers. Highlighting authentic community figures not only saves cost but also builds trust and relatability.

3. Blend Online and Offline Experiences

The campaign worked because it lived both online (viral videos, hashtags) and offline (surprise bar visits). Small businesses can replicate this by creating small-scale experiences, like hosting a pop-up, mini contest, or demo session, then amplifying it online through short clips and user-generated content.

4. Keep the Message Simple and Relatable

“No Lay’s, No Game” was clear, memorable, and easy to spread. Small businesses should focus on one short phrase or value proposition that customers can instantly understand and share.

For instance, “No Beans, No Brew” for a coffee brand or “Smile With Style” for a fashion boutique. The lesson isn’t about having Messi-level stars or billion-dollar budgets, it’s about owning a moment, telling a simple story, and making your brand feel indispensable in that context.

Whew! That was a lot to unpack from just one marketing campaign example. Now, onto the next…

2. Chili’s Grill & Bar: “Fast Food Financing” Pop-Up

This campaign was a clever and timely response to a common consumer pain point, positioning Chili’s as a value-driven alternative.

Campaign objectives and target

• The campaign objective was to boost brand perception as a value leader: Position Chili’s as an affordable, full-service dining option compared to the increasingly expensive fast-food market.
• Generate buzz and media attention: Create a campaign that would stand out and earn significant media coverage and social media discussion without a massive paid media spend.

• Drive traffic and sales: This was the ultimate goal, to convert the buzz into increased visits and orders at Chili’s locations.

Target Audience

• Budget-conscious consumers: People who enjoy eating out but are increasingly frustrated by the rising prices at traditional fast-food chains.
• Younger demographics (Millennials and Gen Z): These groups are highly engaged on social media and appreciate brands that use humor and relevant cultural commentary. They are also often more open to trying new experiences like pop-up events.
• Families: Chili’s core family audience who are looking for a good value meal that’s a step up from typical fast food.

Campaign strategy and message

The strategy was based on satire and contrast. By exaggerating the problem of expensive fast food through the absurd concept of “financing” a meal, Chili’s highlighted its own value proposition.

Subversion of expectations: The pop-up looked like a payday loan office, a place associated with desperation and high costs. This immediately grabbed attention.

Humorous commentary: The campaign used humor to address a real and somewhat frustrating consumer trend. Laughter makes the message more memorable and shareable.

Direct comparison (without naming names): By offering “financing” for competitors’ high-priced meals, Chili’s implicitly drew a comparison, making consumers think about the cost-effectiveness of their own menu.

The message

“Why finance fast food when you can get a great meal for less at Chili’s?” This was the core, unspoken message.”We understand your pain, and we offer a better solution.”

Chili’s positioned itself as empathetic to consumer frustrations and a practical alternative. The campaign indirectly elevated Chili’s as a superior dining option that doesn’t break the bank.

Channels execution

The campaign relied heavily on earned media and a novel, physical experience to drive digital virality.

Experiential pop-up event: The physical “Fast Food Financing” storefront was the centerpiece. It was designed to look exactly like a predatory loan office, complete with ironic promotional materials.

Public relations (PR) and media outreach: Inviting journalists, local news, and influential food bloggers to the pop-up event was crucial for generating initial coverage.

Social media: Content from the pop-up (photos, videos, reactions) was shared extensively on Chili’s own channels (Instagram, TikTok, X, Facebook) and, more importantly, by attendees and media, driving viral organic reach. The campaign also used paid media with a focus on online video and social media platforms to amplify the pop event.

Influencer marketing (organic): The unique nature of the pop-up encouraged attendees, including local micro-influencers and food enthusiasts, to share the story without needing paid partnerships.

Results and impact

• Massive earned media coverage: The campaign garnered widespread attention from major news outlets, marketing publications, and local media, generating significant brand exposure without paying for advertising space.

• High social media engagement: The pop-up created a buzz that translated into millions of impressions, shares, and comments across social platforms, as people reacted to the humor and cleverness of the concept.

• Positive brand sentiment: Chili’s was praised for its creative marketing and for being “in tune” with consumer sentiment regarding fast-food prices, leading to improved brand perception.

• Increased consideration and sales: While specific sales figures are often proprietary, the increased buzz and positive perception likely translated into higher foot traffic and orders, as consumers considered Chili’s as a viable, value-driven alternative to pricier fast-food options.

• Marketing recognition: The campaign was noted within the industry for its ingenuity and effectiveness, likely earning accolades for its creative approach.

Strategy Lessons for Small Businesses

The single strategy lesson for small businesses from Chili’s’s “Fast Food Financing” campaign is to use disruption to highlight a core value proposition by cleverly adapting a competitor’s concept to showcase a relatable, customer-centric benefit, such as increased value or accessible pricing, to drive awareness and create buzz.

Here’s how it works:

• Identify a Competitor’s Success: Chili’s recognized the growing trend of “Fast Food Financing,” a customer-facing concept popular in the fast-food market where users can pay for meals in installments.
  
• Adapt and Subvert the Concept: Instead of a financing scheme, Chili’s used the idea of “Fast Food Financing” as a clever name for a new, more value-packed offering. Their “Big QP” (Bigger than a Quarter Pound) burger was presented as a better, more substantial alternative.
  
• Highlight a Core Benefit: By using a familiar term in a new way, Chili’s highlighted its own core value proposition: offering a bigger, better value burger at a compelling price point within its popular “3 for Me” meal.
  
• Create Marketing Buzz: The unexpected and clever name generated media attention and social conversation, making the campaign an effective way to draw customers in and make them aware of Chili’s product.
  
  For Small Businesses:
• Don’t fear disruption: Look at successful marketing or business models from larger or different industries and see if you can apply their core principles to your own business in a unique way.
  
• Focus on customer benefits: Connect your unique twist directly to a real customer benefit, like greater value, affordability, or improved service.
  
• Leverage earned media: A creative, memorable campaign that plays on a familiar concept is more likely to get noticed and shared, giving your small business more organic publicity.

3. Coors Light: “Chill Face Roller” campaign

Coors Light’s marketing blitz around the 2025 Super Bowl was an integrated, multi-part campaign focusing on the relatable dread of the “Mondayest Monday” after the big game. The Chill Face Roller was a viral-worthy stunt that served as a physical extension of the brand’s larger “Choose Chill” message. What’s even more fascinating is the use of a woman conveying the message of “beer meets beauty.”

Campaign objectives and target audience

• Extend brand relevance beyond gameday: They wanted to move beyond the single-day Super Bowl ad to own the conversation for the entire month leading up to and following the event. This wasn’t the first time anyway!
• Deepen brand association with “chill”: another objective was to reinforce Coors Light’s core brand identity as “the world’s most refreshing beer” by connecting it to a relatable, calming experience.
• Generate maximum buzz: Earn significant media impressions and social media engagement through creative and unexpected stunts. 

Who they were talking to

Football fans and beer drinkers (age 21+): These are the primary audience for Super Bowl advertising, interested in the game, the ads, and post-game recovery.

Pop culture and lifestyle enthusiasts: Those interested in viral trends, quirky merchandise, and unique brand activations, including women in the wellness and self-care space, were also targeted.

Gen Z and Millennials: Consumers who are active on social media and appreciate humorous, culturally relevant content and branded merchandise. 

Campaign strategy and message

• Teaser Marketing (Pre-Event Buzz): The campaign kicked off with intentionally misspelled ads (“refershment”) that created online buzz, which the brand then owned as a “Case of the Mondays”.
  
• Experiential Branding (Theme Extension): The “Case of the Mondays” concept was extended into a limited-edition branded packaging activation (“Mondays Light” beer), transforming a universal feeling into a tangible, shareable product.
  
• Category cross-over marketing: The Chill Face Roller served as the hero product innovation, designed for virality by bridging beer culture with the beauty and wellness industry — a form of category crossover marketing.
  
• Tentpole Advertising (Super Bowl Ad): The campaign culminated in a TV ad featuring sloths, which humorously portrayed the lethargic feeling of the Monday after the Super Bowl, tying all the campaign’s elements together. 

The Message

We understand your pain, and we offer a fun solution. The message acknowledged the shared sentiment of post-Super Bowl exhaustion and offered a lighthearted remedy.

Channels execution

The campaign used an integrated, omnichannel approach to maximize reach and impact.

Social media: This was a key channel for generating buzz around the Chill Face Roller and the “Mondays Light” products. Content was shared across Instagram, X, and LinkedIn.

Owned e-commerce: The Chill Face Rollers and other “Case of the Mondays” merchandise were sold exclusively through the Coors Light online store, which created urgency and directed traffic to their owned channel.

Public relations (PR) and media outreach: Early engagement with media outlets helped generate news stories and articles about the unexpected products, from the initial misspelled ad to the face roller.

Television and online video: The campaign’s message was driven home by a sloth-themed TV spot that aired during the Super Bowl, leveraging the massive audience of the event.

Partnerships: A post-Super Bowl partnership with Peloton was announced, offering a meditation and workout class to help people “chill” on Monday, tying the physical and digital activations together.

Out-of-home (OOH) and print advertising: The campaign used large ads in prominent locations and in print media, which were deliberately misspelled to initiate the conversation. 

Results and impact

• High demand and quick sell-out: The Chill Face Rollers sold out within minutes on the Coors Light website, creating a sense of exclusivity and further amplifying the buzz.
  
• Viral social media buzz: The campaign successfully turned branded merchandise into a viral moment, with fans and media eagerly sharing the product on social media with #coorslightchillfaceroller.
  
• Significant earned media impressions: The campaign generated billions of media impressions, far exceeding what Coors Light would have received from just a traditional Super Bowl ad.
  
• Increased brand search and awareness: During the first week of the campaign, Coors Light’s social conversation jumped 138%, and monthly searches for the brand were the highest they had been in a year.
  
• Strong sales performance: The limited-edition “Mondays Light” products sold well, showing that the buzz effectively translated into direct-to-consumer sales.
  
• Positive brand association: By tapping into wellness trends and relatable humor, the campaign successfully reinforced Coors Light’s image as a brand that is both “chill” and culturally aware. 

Strategy lessons for small businesses

Embrace authentic, relatable moments

The strategy: Coors Light’s campaign wasn’t about the beer; it was about the universal experience of feeling sluggish and tired on the Monday after the Super Bowl. They took a shared, mundane cultural moment and injected their brand into it.

Small business lesson: Don’t just sell your product. Identify the relatable customer emotions or daily challenges your product or service addresses. A small coffee shop could tap into the “Monday morning struggle” by creating funny social media posts about needing caffeine. An accountant could create humorous content about the anxieties of tax season. Focusing on the human story makes your brand more approachable and memorable.

That was another deep dive! Here’s the final campaign we’ll review today!

4. American Eagle’s “Sydney Sweeney Has Great Jeans” Campaign

American Eagle launched a summer campaign featuring Sydney Sweeney. Though it drew criticism over its wordplay (“jeans” vs “genes”), the backlash turned into unexpected fuel for the campaign’s success.

Objective and Target Audience

American Eagle designed the campaign to reassert its dominance in denim, especially among Gen Z, and reverse a sluggish sales trend. Its press release notes that the campaign “honors its denim heritage … to further elevate its position as the #1 jeans brand for Gen Z.”

The target audience was young, style-conscious consumers (primarily 15–25), who value both self-expression and social relevance. The brand also aimed to re-engage lapsed buyers and spark new curiosity among U.S. counties where it had lower penetration.

Strategy and Message

At the heart of the campaign was a bold, double-entendre tagline — “Sydney Sweeney Has Great Jeans” — deliberately playing on the homophones “jeans” and “genes.” The campaign leaned into controversy as a vector for visibility, but framed its message around confidence, individuality, and the product (denim) itself. As CMO Craig Brommers put it:

“Every single marketing metric that I look at is flashing a green light … ‘Sydney Sweeney is worth every single dollar that we invested.’”

By adopting a provocative tone, AE invited conversation, which in turn amplified reach and engagement.

Channels & Execution

• Omnichannel media blitz: The campaign spanned 3D billboards (e.g. in Las Vegas’s Sphere), AI-enabled try-on tech, Snapchat interactive lenses, and social media content.
• Celebrity leverage: Sydney Sweeney was the campaign face, blending relatability and stardom. The brand also rolled out collaborator “Syd’s Picks” denim styles and a limited “Sydney Jean” release (100% of proceeds to a mental health nonprofit).
• Earned media via controversy: When backlash emerged over racial undertones tied to the “genes/jeans” pun, AE leaned into their narrative instead of pulling back — using that media spotlight to fuel further interest.

Results & Impact

• New customers: AE acquired ~790,000 new customers in the campaign window.
• Impressions and reach: The campaign generated 40 billion+ impressions, across all U.S. counties.
• Financial & market impact: The stock surged ~33% following the ad’s rollout.
• Product performance: Featured items sold out fast — the “Sydney Jacket” in a day, the custom “Sydney Jean” in a week.
• Brand metrics: AE reported “higher customer awareness, engagement and comparable sales,” attributing these gains to the success of the Sweeney (and parallel Kelce) campaigns.

Bottom line: AE’s 2025 campaign transcended standard CPG marketing. It combined a provocative creative concept, omnichannel execution, controversy + control, and celebrity resonance — ultimately turning boldness into business results. This is a playbook worth studying for any marketer wanting to bet on visibility and conversion.

Strategy Lessons for Small Businesses

Key lessons:

1. Bold storytelling works: You don’t need a big budget to stand out — focus on a clear, emotionally charged idea that aligns with your brand values.
2. Authenticity beats controversy: AE managed backlash because it had strong brand equity and control over messaging. For small businesses, manufactured controversy can backfire if trust isn’t established.
3. Leverage cultural relevance smartly: You can borrow attention from trending topics or relatable figures in your niche without being provocative.
4. Maximize organic reach: AE’s viral success came from conversation — small brands can replicate this via community engagement, micro-influencers, and shareable content.

In short: Be bold, but not reckless — for small brands, clarity and consistency outperform controversy.

Final Word

From Lay’s playful “No Lay’s, No Game to Chili’s clever Fast Food Financing, Coors Light’s quirky Chill Face Roller, and American Eagle’s viral “Sydney Sweeney Has Great Jeans” campaign, 2025 proved that creativity, cultural timing, and emotional connection still drive marketing success.

Whether it’s humor, relatability, or bold storytelling, each campaign shows that great marketing is about big ideas. For small business owners, the lesson is clear: focus on authenticity, know your audience, and use your resources wisely to make meaningful noise.

And hey, 2025 is not yet over. If you need a simple, effective marketing strategy to help your brand stand out, contact me.