Introduction
In 2025, the best social media campaigns from consumer packaged goods (CPG) brands combined creativity, cultural relevance, and platform-native execution. From playful TikTok challenges to bold purpose-driven messaging, the leading global food and beverage brands showed how to stay relevant in a crowded market.
Note on metrics: Campaign results that reference TikTok hashtags reflect the cumulative number of video views under each campaign’s official hashtag. These numbers do not represent unique reach, but they are widely used by marketers as indicators of campaign scale and participation.
1. Frito-Lay (Doritos) – “Triangle Tracker”
Doritos has long owned its distinctive triangular shape, and in 2025 the brand doubled down with the “Triangle Tracker” campaign. Using an AR filter and TikTok challenge, Doritos invited fans to find “Dorito triangles” in the real world. From pizza slices to traffic signs, consumers shared creative interpretations of the Dorito shape.
The campaign was playful and gamified. Influencers seeded the content, showing clever triangle finds and encouraging audiences to participate. Fans responded by uploading thousands of videos under the campaign hashtag, with Doritos amplifying the most creative entries on its own channels. The simple idea gave Doritos ownership of not just its product, but any triangle seen in culture.
Results: The hashtag #TriangleTracker accumulated hundreds of millions of views on TikTok. Participation remained high for weeks, keeping Doritos trending across multiple social platforms. The campaign reinforced brand recognition and helped maintain Doritos’ strong position with Gen Z snackers.
Lesson for brand managers: Shapes, colors, and packaging cues can be powerful storytelling devices. Doritos proved that turning a simple product feature into a social game can fuel widespread engagement and extend brand equity far beyond the shelf.
2. Pepsi – “Thirsty for More”
Pepsi has always thrived as the challenger brand, and in 2025 it pushed this positioning harder than ever with the “Thirsty for More” campaign. Launched on TikTok and Instagram Reels, the activation focused on Gen Z audiences through creators in music, gaming, and fashion. The content emphasized bold self-expression, tying Pepsi into moments of individuality and fun.
Rather than polished commercials, the campaign leaned on influencer-led storytelling that looked and felt organic. Fans were encouraged to show how they live “thirsty for more” in their daily lives, creating an ongoing wave of content around Pepsi’s message. The company amplified participation with selective paid support, ensuring the hashtag trended globally.
Results: The official campaign hashtag #ThirstyForMore generated billions of cumulative views on TikTok, with fan videos ranging from lifestyle skits to humor-driven shorts. Independent retail trackers noted sales increases among younger demographics in key regions, suggesting that cultural relevance translated to shelf impact.
Lesson for brand managers: Challenger positioning resonates best when it feels authentic. By embedding in youth culture and leaning into relatable storytelling formats, Pepsi showed that even legacy brands can feel new and aspirational on fast-moving platforms.
3. Mondelez (Oreo) – “Oreo Twist Challenge”
Oreo is one of the most iconic cookies in the world, and in 2025 Mondelez leaned into that heritage with the “Oreo Twist Challenge.” The brand took its classic ritual — twist, lick, dunk — and invited fans to reinvent it for the TikTok era. The challenge encouraged everything from quirky snack hacks to comedic spins on the simple act of twisting open a cookie.
Influencers seeded the campaign by posting highly shareable videos that pushed the boundaries of creativity. Some turned Oreos into art, others used them in recipes, while many simply added humorous exaggerations. Fans quickly joined in, making the campaign one of Oreo’s most talked-about digital pushes of the year.
Results: Content uploaded under the official hashtag #OreoTwist generated over 1 billion cumulative views on TikTok. Beyond the digital footprint, Mondelez reported a measurable lift in Oreo sales across U.S. and European markets during the campaign period. Engagement rates on Instagram Reels also spiked, proving that the campaign extended beyond one platform.
Lesson for brand managers: CPG brands don’t always need complex creative to go viral. Everyday rituals tied to products can become massive cultural moments when reframed for short-form video. The key is simplicity, consistency, and a clear invitation for fans to participate.
4. KitKat – “Have a Break” Remix
KitKat’s famous line “Have a Break, Have a KitKat” has been around for decades, but in 2025 Nestlé gave it new life on TikTok. The “Have a Break Remix” campaign encouraged fans to show how they take short breaks during their day, whether that meant a funny skit, a quick dance, or a lighthearted moment with friends. KitKat positioned itself as the ultimate symbol of pausing in a fast-paced world.
TikTok influencers and lifestyle creators seeded the trend, while Nestlé layered in AR filters and stickers to make it easier for users to join in. The combination of nostalgia and modern formats appealed to both older fans and Gen Z.
Results: Videos shared under the hashtag #HaveABreak generated hundreds of millions of cumulative views on TikTok. The campaign also drove high engagement on Instagram, where fans reposted “break moments” as stories and reels. Independent brand sentiment tracking showed an uptick in KitKat’s favorability among younger consumers.
Lesson for brand managers: Legacy slogans still have power when they’re translated into formats people actually use. The key is not to change the core line, but to make participation simple and relevant on today’s platforms.
5. Ben and Jerry’s – “Climate Justice Now”
Ben & Jerry’s has built a reputation for mixing ice cream with activism, and in 2025 it continued with “Climate Justice Now.” This campaign used Instagram Reels, TikTok explainers, and creator-driven storytelling to raise awareness about environmental justice issues. Instead of generic messages, the content highlighted specific actions fans could take — such as pledging to reduce waste or support local climate groups.
The campaign leaned into transparency, with posts explaining how Ben & Jerry’s supports sustainability within its supply chain. Creators brought authenticity by sharing personal stories, making the topic feel human rather than corporate.
Results: Millions of cumulative engagements across TikTok and Instagram. The campaign also sparked mainstream press coverage, further expanding reach beyond social media.
Lesson for brand managers: Purpose-driven content works when it is authentic and long-standing. Consumers are quick to spot opportunism, but when a brand stays consistent with its values, social platforms become powerful amplifiers.
6. Pringles – “Stack to the Max”
Pringles leaned into its unique stacking shape with the “Stack to the Max” campaign. Fans were challenged to film how tall they could stack chips or create funny constructions, sharing videos under the campaign hashtag.
The challenge was seeded by family-friendly creators, comedians, and food influencers, making it approachable for audiences of all ages. Pringles kept the tone humorous and light-hearted, aligning with its playful brand identity.
Results: The hashtag generated hundreds of millions of cumulative views on TikTok, with stacks ranging from small towers to elaborate builds. Retail sales data showed a measurable lift during the campaign window, particularly among younger shoppers who engaged with the challenge.
Lesson for brand managers: Even the physical features of a product can inspire user-generated content. By encouraging fans to “play” with the brand, Pringles extended its equity from snack food into entertainment.
7. Cheerios – “Cheerios Hearts”
Cheerios is well known for linking its cereal to heart health, and in 2025 it refreshed this position with the “Cheerios Hearts” campaign. Social posts highlighted stories of families caring for each other, paired with heart-shaped visuals and easy-to-share TikTok and Instagram formats.
Nutrition influencers helped explain the heart-health benefits of oats in fun, digestible videos. Cheerios also amplified user stories, showing how the cereal plays a role in daily life.
Results: High engagement across Instagram and Facebook, with thousands of fans sharing their own “heart moments.” Brand trackers showed stronger emotional connection scores, especially among parents.
Lesson for brand managers: Purpose-driven health storytelling is most effective when combined with family-oriented emotional content. It makes a staple product feel like part of bigger life moments.
8. Heinz – “Heinz vs. Everyone”
Heinz went on the offensive in 2025 with “Heinz vs. Everyone.” The brand leaned into humor by dramatizing the disappointment of eating “off-brand ketchup.” TikTok skits showed diners reacting to bland sauces, only to proclaim Heinz as the standard.
Fans quickly joined in, creating their own parody videos and sharing stories about ketchup loyalty. Heinz amplified the funniest UGC, reinforcing its category dominance.
Results: Millions of cumulative video views under the official campaign hashtag. Social listening showed spikes in brand mentions, while earned media headlines praised Heinz for confidently owning its leadership.
Lesson for brand managers: Even leaders can act bold. Challenger-style humor doesn’t just belong to number-two brands — market leaders can use it to reinforce authority and keep categories culturally relevant.
9. Budweiser – “Bring Back the Clydesdales”
Budweiser leaned into nostalgia with “Bring Back the Clydesdales.” Instead of airing only on TV, the horses were reintroduced in TikTok and Instagram reels, appearing in short, cinematic clips that fit modern formats.
Fans celebrated the return, remixing and sharing the clips widely. The campaign blended heritage branding with short-form social trends, making Budweiser feel both classic and current.
Results: Millions of cumulative views across TikTok and Instagram, plus strong earned media coverage. Social sentiment around Budweiser’s heritage assets improved, especially among older demographics.
Lesson for brand managers: Nostalgia is still powerful, but it has to be reformatted for today’s platforms. By presenting classic assets in new ways, brands can bridge generations.
10. Activia – “Gut Health, Real Talk”
Activia took on the wellness category with “Gut Health, Real Talk.” The campaign recruited health and lifestyle influencers to normalize digestive health conversations in approachable, often humorous ways.
Posts mixed quick educational facts with memes and trending sounds, making a medical topic feel light and shareable. Activia emphasized relatability, ensuring the campaign didn’t come across as overly clinical.
Results: Millions of cumulative hashtag views on TikTok, strong engagement from wellness communities, and retail uplift in categories tied to digestive health.
Lesson for brand managers: Even technical health benefits can succeed in social if framed through humor, authenticity, and relatable voices.
11. Gatorade – “Fuel Tomorrow”
Gatorade’s 2025 “Fuel Tomorrow” campaign highlighted the next generation of athletes by focusing on perseverance and ambition. Instead of spotlighting only professionals, the brand elevated youth athletes and local sports communities, showing how Gatorade fuels their journey.
The campaign leaned heavily on Instagram Reels and TikTok, where micro-influencers and student athletes shared clips of training sessions, game highlights, and motivational stories. Fans were encouraged to tag their own sports content under the hashtag, turning the campaign into a community celebration of athletic progress.
Results: The #FuelTomorrow hashtag accumulated millions of cumulative views on TikTok and Instagram. Social listening showed higher engagement in youth sports communities, while retail sales reports noted increased interest in single-serve packs during campaign months.
Lesson for brand managers: Showcasing everyday heroes can resonate as strongly as celebrity endorsements. Involving real people creates relatability and authenticity, making it easier for CPG brands to connect with Gen Z.
12. Ritz – “Ritz Together”
Ritz positioned itself around moments of togetherness with the “Ritz Together” campaign. The activation launched during holiday and sporting seasons, when snacking occasions peak. Ritz content highlighted groups of friends and families enjoying crackers in lighthearted, sharable formats.
TikTok creators shared recipe hacks and entertaining setups featuring Ritz, while Instagram posts leaned into cozy gatherings. The hashtag encouraged consumers to share how they make “Ritz moments” part of their celebrations.
Results: Campaign content generated millions of cumulative impressions across TikTok and Instagram. Engagement rates climbed during holidays, and social monitoring showed stronger brand mentions tied to festive snacking.
Lesson for brand managers: Seasonal activations linked to natural consumption moments give staple products a cultural spotlight. Timing campaigns around events and holidays helps everyday CPG brands break through.
13. Unilever (Axe/Lynx) – “Smell Ready”
Axe reinvented its brand voice for Gen Z men through the “Smell Ready” campaign. The content leaned on humor, memes, and TikTok skits, encouraging young men to feel confident in dating, school, and social scenarios.
Influencers created funny, relatable short-form videos tied to the idea of being “smell ready” for anything. The brand kept the tone playful while modernizing its message to fit current culture.
Results: Millions of cumulative hashtag views on TikTok, high shareability among younger audiences, and a renewed perception shift for Axe.
Lesson for brand managers: Humor and relatability refresh heritage CPG brands. By embracing cultural tones instead of old stereotypes, Axe reconnected with its audience authentically.
14. Snickers – “You’re Not You” TikTok Challenge
Snickers brought back its classic line — “You’re Not You When You’re Hungry” — and gave it a TikTok spin in 2025. The challenge invited fans to dramatize mood swings or funny behaviors before and after eating a Snickers bar.
Influencers launched skits showing humorous transformations, while fans followed with their own creative interpretations. The content format was flexible, giving people freedom to adapt the joke to their personalities.
Results: The #YoureNotYou hashtag generated hundreds of millions of cumulative views on TikTok. Sales trackers noted upticks in impulse snack purchases during campaign windows.
Lesson for brand managers: Iconic taglines can live across generations if repackaged for participatory formats. Snickers showed that humor plus flexibility drives sustained relevance.
15. Kraft Heinz (Mac & Cheese) – “Send Noods”
Kraft Mac & Cheese launched a cheeky TikTok-driven campaign with the line “Send Noods.” Fans were invited to share noodle recipes and fun content playing off the humorous wordplay.
The content balanced humor with nostalgia, positioning Kraft Mac as both a comfort food and a playful cultural icon. TikTok creators amplified the trend by sharing remix recipes, microwave hacks, and family moments that tied back to noodles.
Results: The hashtag gained millions of cumulative views, with strong UGC participation across multiple age groups. The campaign earned press coverage for its humor, extending beyond social.
Lesson for brand managers: Lighthearted humor combined with nostalgia can help staple products go viral. Wordplay and memes often outperform polished creative.
16. Lay’s – “Smiles Across the World”
Lay’s extended its smile-focused packaging campaign with “Smiles Across the World.” The activation featured influencers and consumers posting photos and videos holding Lay’s bags with printed smiles, connecting the brand to joy and togetherness.
Content centered around everyday moments — family dinners, parties, and festivals — showing how Lay’s fits naturally into social life. Fans joined in by posting their own smile moments under the official hashtag.
Results: The #LaysSmiles campaign drove millions of cumulative views and impressions on TikTok and Instagram. Engagement rates were particularly strong in international markets where Lay’s is a household staple.
Lesson for brand managers: Packaging can become an interactive storytelling tool. By connecting product design to social participation, Lay’s turned a bag into a conversation starter.
17. Danone (Evian) – “Drink True”
Evian positioned itself around authenticity with the “Drink True” campaign. The social push focused on wellness, simplicity, and self-expression, encouraging people to share what “drinking true” meant in their lives.
The campaign leaned on wellness influencers who shared hydration tips, lifestyle content, and aspirational yet approachable visuals. The messaging avoided overcomplication, sticking to authenticity and purity as central values.
Results: The hashtag generated millions of cumulative views on TikTok, while Instagram content tied to the campaign earned strong engagement among wellness-focused audiences.
Lesson for brand managers: Simplicity sells in wellness. Campaigns don’t always need gimmicks — clear messaging tied to core brand values can resonate deeply.
Trends for CPG Brand Managers
- TikTok dominates → every major campaign leaned on short-form, creator-driven formats.
- Nostalgia is powerful → KitKat, Heinz, Budweiser, and Snickers proved heritage assets can be refreshed.
- Purpose drives credibility → Ben & Jerry’s and Cheerios built trust with cause-aligned messaging.
- Packaging and rituals fuel UGC → Oreo, Pringles, and Lay’s used consumption behaviors and product design to drive engagement.
- Humor connects globally → Kraft Mac & Cheese, Heinz, and Snickers thrived by blending comedy with product identity.
