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PR stunts are known to be bold, of a statement, and very creative. Because getting people to talk about your brand or a certain product in general may only seem easy to do yet is in fact very hard to achieve. This year is one that was full of surprising PR stunts. Ones that gave people something creative to talk about. Something to speculate about and come up with theories for.
Egypt was full of rumors that spread before confirmations. Something that made confusion the main actor in the spotlight while conversation became the real KPI. This is when brands proved how campaigns are more lived than simply told. These stunts made waves in 2025 because they were able to blur the line between organic buzz and strategic intent.
They were able to turn brands, agencies, and even locations into moments of cultural talk and importance. That is why this guide is all about the top four PR stunts that defined Egypt’s 2025 marketing scene.
1. Wander’s Ritsa Ras El Hekma’s Flavor Fiasco
Bewildering anticipation took a great seat at the table this summer. All thanks to Wander development’s Ritsa Ras El Hekma’s “mysterious new flavor” campaign. One that got people talking regarding what would be the “Ritsa flavor?” This was the ultimate summer teaser that kept people speculating in a never-ending way until the reveal happened.
The campaign started when brands like Dara’s Ice Cream and Howlin’s Birds posted a new teaser ritsa flavor. Something that left people baffled enough and curious as well. And this stunt? It didn’t just stir taste buds; as a matter of fact, it started conversations across different platforms. Something that made Ritsa a trending case study in curiosity-driven branding.
Every comment, guess, and analysis became earned media gold for Wander Developments. This is a PR stunt that will forever remain in people’s minds as an unforgettable location reveal with the taste of curiosity.
2. Ahmed Malek’s EgyBest Stunt
Coming in strong at #2, Egyptian actor Ahmed Malek took things to his social media platforms in order to turn things into what would be later described as a “rumor mill.” Something that looked way more real than to guess it or even ignore it. At first, it seemed as if Malek was genuinely replying to Eyad El Mogi’s tale. One that described how the young creators behind EgyBest made around $110M just from ads.
The videos kind of exploded across feeds, news pages, and even celebrity feeds. They were accompanied by bewildered and opinionated commentary that spread faster than lava. What was sudden about this stunt was how it was all about advertising for a movie regarding that topic that Ahmed Malek stars in. When you borrow from actual controversies and amplify them through social media channels, you get a campaign or a PR stunt that blurs truth and fiction.
3. BAM Agency’s Fake “Brain Polish Cream”
Announcing that you now have a product as a creative agency is something that may sound weird but not impossible. However, announcing that you have created the ultimate creative block solution through a “Brain Polish Cream” product, you get some eyebrows raised. The agency introduced the product as the future of thought that is the ultimate “creative block’s nightmare.” The catch here was the fact that there was no cream. Packaging? Present. An actual product? Well, the agency is.
What does that mean? It means that BAM sold this product as a way to sell their own reputation and credibility. BAM, through their Brain Polish cream, was able to sell the fact that they are the ultimate agency with no creative blocks. One that will help you get a “Polished Brain.” Designed to spark a conversation about creativity, imagination, and the ability to break through blocks, it is safe to say that the agency did nothing less than succeed greatly.
4. Cilantro’s Viral SMS Chronicles
To conclude our list, it is worth mentioning that mobile phone twist that hit people in their feels. Good, bad or a mixture of both? Some loved it and others found it cringy. Cilantro Café unleashed what might be the quirkiest SMS stunt of the year. Random recipients across Egypt found themselves reading bizarre text prompts like “قومي انشري الغسيل” (“Go hang the laundry”) and similarly domestic directives coming from none other than Cilantro’s sender ID.
A personal message gone too public? Nope, this was a playful guerilla marketing idea that was executed in a smart yet debate-worthy way. The chaotic, too-personal nature of the messages created memes, reels, debates, and yes, bewilderment at breakfast tables. Cilantro was able to invade private SMS space with everyday commands. Furthermore, the brand turned annoyance into attention. Did it get everybody talking? Yes. Did everyone like it? Not exactly; however, it got people sparking conversations and that’s exactly the whole point of it all.
Final Thoughts
2025 in Egypt was the living proof of how experiences are considered the most powerful tool that makes a certain brand known and talked about. Whether it’s location branding, a cinematic release, or even a fake product for proving market dominance, these PR stunts shone so bright this year that we couldn’t pass them unnoticed.
