Cultural hijacking, newsjacking, trend-baiting – it’s what we do daily to keep our clients in the spotlight. Tapping into trending topics, events or viral moments is an incredibly effective way to gain attention and resonate with fans. 

But after a year of BRAT, the “Gen-Z marketing script”, being “very demure” and Moo Deng, 2025 will demand brands to be more discerning when it comes to how – and when – they embed themselves into the cultural zeitgeist to foster a deeper and more meaningful connections with their audiences. 

This year isn't just about being seen. Or even who can shout the loudest – it's about being authentic and knowing how to add value to the conversation…

But how can you do this? Here are some key learnings around how to navigate this ever-changing landscape – with some best-in-class examples from 2024…

1. Refine your voice 

Keeping abreast of what’s hot – and what’s not – is the first step to a successful reactive moment, but when the time comes, how will you insert your brand’s personality into the cultural zeitgeist? Will you lean into a comical tone to bring levity to the conversation, adopt a celebratory voice to amplify moments of joy, or take a heartfelt and empathetic approach to resonate on a deeper level with audiences? A brand's personality should guide how you show up, ensuring your response feels authentic, aligns with your values, and stands out in the sea of cultural noise.

2. Establish a filter 

When it comes to reactive marketing and newsjacking, speed is of the essence, this isn’t to say no planning should be in place. Quite the opposite. Bravery boundaries should be set so that when you have an opportunity to react you aren’t creatively compromised, you know where you stand with what you can (and can’t!) respond to. This also sits in with scenario planning and having an idea on the types of conversations and topics you could jump in on... TikTok trends, celeb-led red-carpet moments or a more serious national news story?

Central to all this is having a person on the inside - someone at the top table that can wave you through approvals and will be the decision maker you can go to for the quick yes or no. 

Curry’s slayed at this last year when they became one of the first to make the Gen-Z Marketing Script trend mainstream – fittingly, they started their first viral video off with “It's a brat summer at Curry’s, my guys” (but more on Charli XCX later). Curry’s not only reacted with speed meaning they could truly own the moment – but confidently revealed the brand’s playful side to connect with Gen-Z shoppers and set a precedent high for other brands to follow – which they did, in numbers (special shout-out to Hever Castle). 

3. Bring something to the table

Jumping on a trend for the sake of being part of the conversation can backfire. The most successful reactive moments occur when a brand authentically aligns with the trend, offering a fresh perspective or a meaningful contribution. 

So – a couple of questions to ask yourself in order to successfully ‘enter the chat’, can you offer something that enhances the conversation, rather than just riding the wave? And, most importantly, will your audience genuinely connect with what you have to say?

Dorito’s earned their seat at the table by turning the viral ‘sweaty’ shaming of Ashley Roberts into a light-hearted brand moment by making her the ambassador to their new Extra Flamin’ Hot flavour. By taking this (negative) reactive moment, sprinkling in some insights (¼ Brits have been ‘sweat shamed’), a first-of-its-kind sweat-activated billboard, Dorito’s really pivoted from shame to fame and owned the moment. 

4. Prioritise authenticity 

Audiences are more discerning than ever. They can spot inauthenticity a mile away, and they’re not afraid to call it out. Ensuring your reactive activity feels genuine requires a deep understanding of your audience and the ability to speak their language. 

Pay attention to the conversations they’re having and soon you’ll learn the language they use, as well as the cultural nuances that matter to them. From this, you’ll be able to adapt to the cultural moment, but warning – stay true to your brand and make sure you own the moment in your voice and values.

As we enter the AI era, the most important thing now more than ever is to keep the human element. Reactive marketing isn’t just about jumping on these trends; it’s about connecting with the people that the trends matter to. Infuse content with empathy, humour, or relatability to foster genuine engagement.

We said she’d be back... Charli XCX gave marketeers a run for their money and became THE summer moment, with everyone and their mum jumping on the BRAT trend – some for the sake of just saying so. 

Hellmann’s however, launched an inspired integrated campaign referencing her infamous ‘sandwich’ bag tour poster, which was banned by the ASA (IYKYK). Free ‘Club Classic’ sandwiches were given to queuing fans in Birmingham before Charli’s show, a move that made sure Hellmann’s stayed in the mind and stomachs of fans long after the show had ended.

2025 is all about owning the moment with purpose – it's a call for brands to refine their voice, establish creative boundaries and bring something of value to the cultural table to create genuine connections with audiences.  The cultural zeitgeist is ever-evolving, but with the right strategy, creativity, and authenticity, brands can rise above the noise and shape the conversation – not just join it.

Banner image credit: Hellmann's, Ogilvy UK