Trending PR Campaigns
Maybe. The Tagline Rewrite
Maybelline rewrote its famous “Maybe she’s born with it, maybe it’s Maybelline” tagline as “Maybe. We’re born with it. Maybe. It’s Maybelline,” and launched a campaign starring Miley Cyrus. The hook was a deliberately divisive edit to a much-loved slogan: the brand framed the new pauses and pronoun as a more inclusive statement of possibility, prompting beauty fans and media to debate whether it improved a line that already worked.
Why it worked: It engineered controversy by surgically altering a sacred, highly recognisable jingle—turning punctuation and pronoun change into a culture-war data point journalists couldn’t ignore.
The lesson: Consider deliberately rewriting a beloved, high-recognition element (tagline, logo, ritual) and frame the tweak as a values upgrade to spark debate.
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