February’s biggest PR moments prove that creativity, when executed correctly, can leave a lasting impression. 

From bold rebranding moves to viral marketing stunts, February saw a diverse range of communication campaigns that captivated audiences and made them talk about. Whether through humour, controversy or social impact, these six campaigns highlight the power of creative storytelling and strategic communication in current business climate.  

Here’s a closer look at what made them successful and what made us talk about them. 

Tesco’s Iconic Logo Removed from Carrier Bags 

In a surprising shift, Tesco removed its iconic logo from its ‘Bags for Life’ and replaced it with generic five-letter words such as “Treat,” “Party,” and “Share.” This change was designed to highlight the emotional connection between food and consumer experiences while encouraging sustainability and reuse. 

PR Takeaway: 

The unexpected absence of Tesco’s recognisable logo indeed piqued public curiosity while also prompting discussions about branding. While many debated whether this was a clever evolution or a potential misstep in brand recognition, we believe that their brand identity is so recognisable and strong that the emotional messaging behind Tesco’s food was highly visible. The lesson? Risk-taking in temporary re-branding should always be backed by strong messaging to maintain trust. 

Lidl’s Beauty Box Sparks Frenzy Among Shoppers 

Lidl introduced a limited-edition Valentine's Day beauty box worth £60, which was available for just £5. Featuring 19 products from their Deluxe range, the promotion was a clear play on affordability and exclusivity, which is one of Lidl’s core market values. Thousands of shoppers flocked online to grab the deal, causing high traffic and even website crashes, which sparked a few online complaints.  

PR Takeaway: 

Lidl’s marketing team masterfully tapped into the current hype of limited-time offers and intentionally have put a limited number of items to further amplify the feel of exclusiveness. While some customers might be disappointed for not getting their hands on one of the gift boxes, surely all big customer-oriented media picked up the story, outreaching to all relevant Lidl audiences. This is a true masterclass in turning just another promotion into a viral national story and giving a lesson for customers to buy early next time. 

Notable Mention: Lidl Becomes First Supermarket to Sell on TikTok Shop  

As well as taking the traditional and online outlets by storm, Lidl also made history by becoming the first supermarket to sell directly on TikTok Shop. The brand launched 3,000 high-protein product bundles, priced at £5 each, with proceeds donated to charity. It took only 18 minutes to sell out and if that’s not success we aren’t sure what is!  

PR Takeaway: By cleverly leveraging TikTok’s platform, Lidl effectively engaged with younger consumers while integrating social responsibility. This move not only highlights Lidl’s understanding of customers but also reveals the potential of social commerce as a new frontier for the brand, keeping them at the forefront of retail disruption. 

Duolingo’s Owl Mascot ‘Dies’  

The Story: 

Duolingo, known for its quirky social media presence, announced the “death” of its mascot, Duo the Owl. The brand playfully claimed Duo was hit by a Cybertruck, encouraging users to complete language lessons to “revive” him. 

PR Takeaway: 

Duolingo proved once again that humour, interactivity, and meme culture can be powerful tools for brand engagement. The bizarre yet hilarious approach captured internet culture perfectly. The interactive element, where users played a role in bringing Duo back boosted engagement, while celebrity mentions such as Dua Lipa further fuelled visibility for the campaign. 

Pete Davidson Partners with Reformation for ‘Official Boyfriend’ Valentine’s Day Campaign 

The Story: 

Comedian Pete Davidson teamed up with women’s clothing brand Reformation for a campaign titled “Pete Davidson, Official Boyfriend.” The campaign played on Davidson’s pop culture persona, showcasing him in playful, boyfriend-esque settings while highlighting his tattoo-free transformation. 

PR Takeaway: 

This campaign is a masterclass in aligning influencer marketing with brand identity. Davidson’s cultural relevance and humorous persona made the campaign instantly shareable while the focus on authenticity and personal transformation aligned with Reformation’s brand values, further. What’s the take? If doing influencer marketing make sure you leverage a personality that embodies your brand values, so it feels authentic. Just ask Pete! 

Drake’s Drone Encounter in Sydney Hotel Sparks Authenticity Debate 

The Story: 

A viral video surfaced showing rapper Drake throwing a shoe at a drone outside his Sydney hotel. While it initially appeared to be a candid moment, it eventually surfaced that the video was a marketing stunt for the Stake brand, a gambling platform Drake endorses. 

PR Takeaway: 

The mix of humour, celebrity involvement, and mystery over whether it was a genuine incident or a staged stunt kept people talking and stole the media spotlight. Allowing the internet to take the story and letting people come up with their own theories and further ‘investigate’ gave the story new angles, keeping its trendiness. In some cases, blurring the lines between authenticity and marketing can backfire for brands, however, in this case the video achieved its goal – going viral with a bang. 

‘Every Stain Tells a Story’: Arsenal and Persil Launch Groundbreaking Campaign 

The Story: 

Arsenal Football Club has partnered with Persil to launch the "Every Stain Should Be Part of the Game" campaign to tackle the stigma surrounding period stains in sports. The initiative features Arsenal Women's players Beth Mead and Leah Williamson, who share personal experiences to empower young athletes to play without fear or shame.  

PR Takeaway: 

By addressing the taboo of period stains in sports and opening conversations in a personal and genuine way, the campaign introduces a human element that resonates deeply with the audience, making the message more relatable and impactful. This approach not only promotes physical health and gender equality in sports but also empowers individuals to take part in breaking stigmas, fostering meaningful connections, and driving real social change, values that get affixed to the brands too and their own mission. 

PR professionals should take note that strategic storytelling, audience engagement, and a clear brand message are the keys to crafting a winning campaign. February’s biggest PR moments prove that creativity, when executed correctly, can leave a lasting impression.