We made it. 2025 is officially behind us. Let’s all take a moment to celebrate a year of hard work, major wins, and everything else we accomplished over those 365 days.
However, not everyone is relishing the success of 2025. For some brands, the year will be remembered less fondly, marked by headline-making missteps they’d rather forget. From the infamous “good jeans” campaign to a relationship unraveling due to Coldplay, some brands are closing the door on 2025 and hoping to never look back.
Fortunately, their missteps are our opportunities. We’re revisiting the biggest crisis communication blunders of 2025 and the lessons they teach.
Sydney Sweeney Good Jeans
While playful, pun-filled campaigns can be part of a brand’s charm, this summer’s American Eagle advertising failed to capture the retailer’s authenticity that has resonated with buyers for many years.
In August, American Eagle was at the center of controversy after an ad featuring actress Sydney Sweeney sparked backlash for its “great jeans/genes” wordplay, with many calling out the brand for the ad’s “racist undertones.”
The impact was significant, and not in a good way. The backlash led to more than 3,000 negative news articles and billions of critical online reactions. Even worse, it decreased foot traffic during a time when malls already struggle to get shoppers through the doors. Despite thousands loudly expressing their concerns, American Eagle stood behind the campaign.
The lesson: We all love playful copy. But every ad still needs cultural sensitivity checks. When an ad unintentionally offends a large group of people, swift action is needed to prevent viral backlash.
Astronomer CEO Scandal
What began as a fun night at a Coldplay concert in Boston turned into a viral crisis for tech startup Astronomer. The band’s “Kiss Cam” captured the company’s CEO and Chief People Officer getting cozy before they both awkwardly ducked out of view. Coldplay’s lead singer, Chris Martin, joked, “Either they’re having an affair, or they’re just very shy.”
This moment, dubbed “ColdplayGate,” went viral, with people sharing the clip everywhere and revealing that the two top executives were married to other people. Rather than addressing the situation, Astronomer remained silent for days. In the silence, the internet took over. AI-made videos, fake press releases, and made-up resignation letters flooded the internet.
The company eventually issued a strong, transparent statement that highlighted the action being taken, including a new CEO stepping in. But by the time the real facts came out, no one knew what to believe.
Key lessons from this crisis:
- Use holding statements early. Just putting out a quick message, like “We’re aware and reviewing it,” can stop speculation and buy time.
- Monitoring is key. False content spreads quickly; real-time monitoring is essential to stop misinformation.
- Don’t wait to plan. If you’re building a plan during a crisis, you’re already behind.
Blake Lively and Justin Baldoni
In late December 2024, Blake Lively filed a complaint against her It Ends With Us co-star and director Justin Baldoni, accusing him of orchestrating a smear campaign against her.
What started as a very serious dispute quickly evolved into a prolonged public spectacle throughout 2025, dominated by media leaks and narrative poisoning. Private texts were exchanged. Hollywood publicists started suing each other. Things got messy, fast. While each side intended to win, both Lively and Baldoni seemed more focused on one-upping each other in the court of public opinion rather than seeking justice.
In the end, the endless back-and-forth fatigued audiences who grew increasingly disengaged with every new daily update on the lawsuit. In the end, audiences were tired of the fighting, and both parties lost control of their reputations as they attempted to control the narrative.
The lesson here? Not every legal dispute benefits from public discussion. Sometimes, discretion is best to avoid litigation becoming a public spectacle.
The Luka Dončić Trade
I still remember getting an ESPN alert in the middle of the night on February 2: Dallas Mavericks star Luka Dončić was being traded to the Los Angeles Lakers.
It felt surreal. Like so many fans, I woke up to a decision that felt abrupt, deeply personal, and lacked strategy. The backlash from fans was immediate, led by negative social posts, protests outside the arena, and even a mock funeral.
Even worse, the organization handled the trading of their star player like a normal, run-of-the-mill transaction, rather than a highly emotional moment for fans. Leadership believed that downplaying the move would prompt fans to do the same. Worst, leadership became defensive as criticism mounted.
What can we learn from this? A more thoughtful plan would have mitigated the fallout. A strategic rollout acknowledging fans’ emotions, anchored by a clear, plain-language statement from leadership and a visible tribute to Luka’s legacy, would have preserved trust and built credibility in the trade.
No one can predict a crisis, but everyone should be ready for one. What actions have you taken to prepare for an unexpected crisis? If the answer is “none,” contact Dittoe PR to see how we can help.
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