The summer months are often a prime time for brands to get creative, and July 2025 has been no exception. From viral TikTok audios to supermarket sandwich wars, we’ve seen some inspiring marketing moments that perfectly capture how agile brands need to be in today’s fast-moving landscape.
In this month’s roundup, we’ll revisit some of the biggest viral marketing campaigns in July 2025 – including Hailey Bieber’s lemon yellow takeover, Jet2’s accidental meme phenomenon, and the strawberries and crème sandwich that had the nation talking. We’ll also touch on other marketing moments that caught our eye, showing the power of creativity, quick thinking, and a willingness to embrace the unexpected.
3 Viral Marketing Campaigns in July
Hailey Bieber Turns Mallorca ‘Lemon Yellow’
When Hailey Bieber releases a product, everyone knows about it. In early July, her skincare brand, Rhode, whisked influencers off to Mallorca for a fully immersive brand trip to promote her new Peptide Lip Tint Shade in ‘Lemontini’. This campaign was one of the most talked-about viral marketing campaigns in July, setting the tone for summer launches.
Here’s why it went viral – everything was ‘lemon yellow’ themed. We’re talking lemon yellow jet skis, parasols, cocktails and even the décor of the Rhode Beach Club where the trip was hosted. The aesthetic wasn’t just consistent. It was inescapable.
So why was this so clever?
- Clear Product-Story Alignment: The Lemontini shade was ‘experienced’, not just swatched.
- Influencer Amplification: Every attendee became a walking, talking ad. The same, cohesive visuals were shared with all of their audiences.
- Trend Leadership: By declaring lemon yellow as the new ‘it’ shade and an even hotter replacement for the colour of the season, butter yellow, Rhode positioned itself as a tastemaker rather than a follower.
Although Rhode was acquired by e.l.f. Beauty earlier this year, Hailey remains CEO, and this campaign shows her knack for turning launches into cultural talking points.
Jet2 and the Sound of the Summer
Nobody’s been able to escape it and whether they planned it or not, ‘Nothing beats a Jet2 holiday’ has been playing on repeat in our minds throughout July. It just goes to show that while some campaigns are born in brainstorms, others are born in the unpredictable currents of social media.
Originally part of a fairly standard TV ad, the catchy audio quickly became a runaway hit on TikTok. Users began pairing it with clips of chaotic or comedic holiday moments. While not all of the content portrayed Jet2 in the most flattering light, with some ‘holiday fail’ videos even poking fun at the airline, we’ve all heard the saying ‘all press is good press’.
Rather than shy away from the memeification of their brand, Jet2 were onboard and ready for take-off. They even launched a lip sync challenge offering a £1,000 holiday voucher to the most creative entry. The result? Over a million (and counting) videos using the sound, widespread media coverage, and a newfound status as the unofficial soundtrack of the 2025 British summer.
M&S Started a Sandwich War
This summer, a strawberries and crème sandwich dominated the food marketing chatter. Launched by the beloved M&S in late June, the brioche-based treat combined whipped cream cheese with fresh strawberries. Peaking in social buzz throughout July, TikTokers went mad for it, with review videos racking up hundreds of thousands of views.
But the real fun, if we do say so ourselves, was when competitors Aldi and Tesco decided to have their say. Aldi hit back with their own Carrot & Crème sandwich with a nod to their long-standing rivalry with M&S. Upping the stakes, Tesco even brought out an unexpected Birthday Cake sandwich proving that when it comes to novelty food, no idea is too outrageous.
This is a prime example of reactive marketing at its best. M&S sparked a conversation and other supermarkets amplified it, creating a rolling wave of engagement across social media. It just goes to show that in the right context, even a humble sandwich can become one of the quirkiest viral marketing campaigns in July.
What We Can Learn from These Viral Marketing Moments?
Across some of the most viral marketing campaigns in July, a few common themes stand out:
- Consistency is powerful. Whether it’s Hailey Bieber’s lemon yellow aesthetic or M&S’s playful sandwich branding, immersive consistency helps make a campaign memorable.
- Reactive marketing. Aldi and Tesco didn’t wait weeks to respond to M&S. They struck while the conversation was hot.
- Don’t fear the meme. Jet2 could have ignored or resisted their jingle going viral, but embracing it amplified their reach.
- Experiences leave a lasting impression. Rhode’s influencer getaway turned a product launch into a sensory event, giving audiences more than just something to look at.
July 2025 has been a showcase of how brands can use viral marketing moments to capture attention. Some were meticulously planned, like Hailey Bieber’s Lemontini launch, and others were happy accidents, like Jet2’s rise to meme status. And sometimes, as with the M&S strawberries and crème sandwich, all it takes is a fresh twist on a familiar idea to spark an industry-wide ripple effect.
For us marketers, these campaigns serve as a reminder to be ready to create, react, and adapt at all times.
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