This week's PR Roundup looks at the viral social media mania surrounding the Labubu doll, Boston University's indirect response to "Call Her Daddy" Host Alex Cooper's sexual harassment allegations and a unique campaign pairing authenticity and carbs.
Labubu Mania
What happened: Cabbage Patch Kids. Beanie Babies. Trolls. Unfortunately, these viral toys did not have the privilege to capture their virality on social media. However, the Labubu doll does, and it’s becoming the internet’s newest obsession.
According to new data from Sprout Social, since May 26, the scarily cute dolls have garnered over 859,313 social mentions, with an average of 29,000 conversations per day. Almost 28 million engagements have resulted from these conversations, showcasing a continued social momentum highlighting significant cultural impact and growing consumer interest.
Brands and influencers are also getting in on the action. According to the data, Love Island USA’s Leah Kateb posted a TikTok video showing off her new dolls and accessories resulting in a 6.56% engagement rate, surpassing the industry benchmark of 2.19%, highlighting the strong resonance the dolls have with audiences. Olive Garden posted a TikTok featuring a bow-tie wearing Labubu alongside its most popular offerings—bread, soup, salad and alfredo pasta. The post has received almost one million views, garnering a 25.73% engagement rate compared to the brand industry benchmark of 0.66%.
Communication takeaways: Layla Revis, Vice President, Social, Content and Brand Marketing, Sprout Social, says social media has “undoubtedly” been the driving force behind Labubu’s explosive growth.
“Stemming from social buzz around its “blind box” sales model in 2024, to celebs like Lisa from BLACKPINK and Rihanna amplifying the trend, its popularity illustrates social’s role as the epicenter of both culture and influence,” Revis says.
In fact, according to consumer data, 81% of shoppers say social media drives them to make multiple purchases a year, underscoring just how powerful social media platforms are in shaping buying behavior.
Revis says smart communicators will capitalize on this unique opportunity, citing Olive Garden’s attention-grabbing social content.
“[This] prove[s] that even restaurant chains and collectible creatures can have relevance on the same social stage,” she says.
Revis notes that if cultural relevance meets shareable content, even niche products can ignite global obsession.
“The brands that win are the ones bold enough to join the conversation, not just watch it happen.”
Boston University Statement Flops After Alex Cooper Allegations
What Happened: “Call Her Daddy” podcast host Alex Cooper has been making headlines lately, coming forward with serious allegations against her former college soccer coach at Boston University. After her claims of sexual harassment went public, nearly 100 women’s soccer alumni came forward in support. Cooper alleges the abuse is ongoing. Boston University released a statement that did not directly address Cooper’s accusations, instead saying that it has a "zero-tolerance policy for sexual harassment."
Communication takeaways: Shannon Mulaire, Director of PR & Media Relations at Nickerson, says in this day and age it is important for high-profile universities to really think about the authentic message. Who are they addressing and why?
“In cases like this, it is critical for universities to lean on a strong external communications team that understands not just the legal language, but the broader implications of the message,” Mulaire says. “While this statement outlines BU’s policy, it misses the opportunity to acknowledge the human side of the story: how difficult it is for someone to come forward, and why that deserves to be met with empathy as well as clarity.”
Mulaire noted this tends to be a pattern seen in several, recent high-profile university cases.
“[They] lean more on legal language rather than leveraging thoughtful, human-centered communications,” she says. “A well-crafted statement that acknowledges emotion and impact can be far more powerful and effective in moments like this.”
Authenticity Through Carbs
What happened: Cancel those summer trips to Italy! Pasta Garofalo’s new campaign says you can have the same authentic Italian pasta just by taking a trip to your local grocery store.
Ahead of this year’s Specialty Foods Association Fancy Food Show in New York City, Pasta Garofalo—the top selling “Made in Italy” pasta brand in the U.S.— is launching a new campaign: “Real Italian Carbs.” The campaign hopes to reinforce the brand’s commitment to ingredient and production transparency for its authentic Italian pasta.
In addition to its packaging refresh, which will be labeled with the phrase “Real Italian Carbs,” the brand is also hitting the streets of NYC with an activation that is sure to turn heads: a see-through truck rolling through the city, featuring an Italian family sharing a pasta meal inside.
The concepts come from the brand’s narrative that real, made-in-Italy pasta should taste the same, no matter where you are eating it.
“There’s a widespread myth in the U.S. that pasta feels ‘different’ here, that it causes bloating or discomfort, unlike in Italy,” says Anita Menna, Brand Manager of Pasta Garofalo. “The truth? If you’re eating Garofalo, it’s the same exact pasta, no matter where in the world you are. No hidden changes, no adjustments for foreign markets.”
Communication takeaways: Flavia Garzia, Marketing Director and New Business Development at Pasta Garofalo USA, says social media sparked the idea for the campaign.
“Visitors often marvel at how they eat pasta every day in Italy … and yet feel great and don’t gain weight,” Garzia says. “Social media is filled with stories of this phenomenon, tied to la dolce vita and meals made with high-quality ingredients and real, nourishing carbs.”
Garzia says the campaign is a prime example of brand storytelling rooted in truth.
“It taps into a widely shared consumer experience—the idea many have heard over and over that food, especially pasta, just tastes and feels better in Italy—and uses it as a powerful entry point to reinforce product authenticity,” Garzia says.
Whether it’s a see-through pasta truck or bold new packaging, every element of the campaign looks to reinforce a message of authenticity.
“From a PR standpoint, it’s a reminder to communicators that when you lead with authenticity and cultural relevance, you don’t just stand out—you build trust,” Garzia notes.
Nicole Schuman is Managing Editor at PRNEWS.