Brandjacking – the appropriation of a brand’s image or messaging – has evolved into one of the most intriguing opportunities in modern marketing and public relations. In today’s fast-paced digital landscape, where social media and viral culture dominate, brandjacking allows companies to insert themselves into cultural conversations and capture public attention in unexpected ways. Far from being only a reputational risk, this tactic can be a powerful tool to increase visibility, spark engagement, and position a brand at the center of trending debates. When executed with creativity and awareness, brandjacking transforms into a unique chance to connect with audiences and showcase a brand’s relevance in real time.

At its core, brandjacking works by latching onto existing trends, topics, or cultural events and associating them with a brand’s image. Sometimes this involves deliberate parody, irony, or even hijacking the messaging of competitors. A recent example is Duolingo, which in May 2025 announced an "AI-first" breakthrough: competitor Lingoda chimed in with a tongue-in-cheek comment in the comments section of its post, which garnered over 17,000 likes and gained viral visibility by capitalizing on its rival's media attention. Another recent case involves so-called "ad hijacking," a practice that emerged forcefully in July 2025, where third parties create advertisements nearly identical to official ones to intercept traffic and conversions. This tactic not only generates confusion among consumers but also erodes the returns and reputation of the targeted brands. When executed well, these operations allow a brand to appear agile, witty, and culturally relevant, generating a wave of visibility and engagement.

However, the risks of brandjacking are equally visible. Poorly executed attempts can come across as exploitative or insensitive, especially if tied to social issues, tragedies, or politically divisive topics. One example regards the recent Coldplay concert. After the recent scandal, Ryanair posted an ironic tweet making fun of the situation to gain more visibility. The post ended up not getting much appreciated and resulted mean and insensitive.

The balancing act lies in knowing when and how to participate. A well-executed brandjacking move should align with the company’s values, match the audience’s cultural context, and be flexible enough to respond rapidly to negative reactions. Many companies are now developing internal frameworks to govern such decisions, asking key questions before executing: Does this align with our brand identity? Are we respecting cultural sensitivities? Do we have crisis protocols in place if public sentiment turns negative? By implementing these checks, brands can minimize the risks while leveraging the rewards.

From a strategic perspective, brandjacking also reveals the changing dynamics of consumer culture. Audiences no longer expect brands to remain passive – they often reward those that enter the conversation with wit, humility, or courage. But consumers are equally quick to penalize disingenuousness. For professionals in PR and marketing, the lesson is that brandjacking is not inherently good or bad – it is context-dependent, high-risk, and high-reward. Used wisely, it can elevate a brand’s cultural relevance. Used recklessly, it can erode trust for years.

In conclusion, brandjacking demonstrates the tension between visibility and vulnerability in modern communication. Brands should not view it as a shortcut to relevance but as one of many tools available within a broader, value-driven communication strategy. Those who succeed will be the ones who understand both the cultural moment and their own limitations, striking a delicate balance between creativity and responsibility.

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