The Dolly effect

Face value

Wisdom 💡:  Neutrogena is learning that in a reputational crisis, saying something isn’t the same as saying enough. After Hayden Panettiere said Neutrogena dropped her after she spoke publicly about postpartum depression, the brand faced backlash over its handling of the relationship. Neutrogena later acknowledged that Panettiere had felt unsupported, but its response drew further criticism for coming too late, lacking specifics and disabling comments. Its pledge to invest in postpartum mental health support is a start, but comms pros say rebuilding trust will require transparency, accountability and potentially rethinking how ambassador contracts reflect the brand’s stated values. It’s a reminder that when a crisis puts your values under the microscope, the strongest response doesn’t just address the headline, it shows what will change because of it.

Fall in line

Wit 😁:  Starbucks is fully embracing its “basic” reputation this PSL season, brewing up an unlikely pairing between Martha Stewart and Off Campus heartthrob Belmont Cameli. The duo pokes fun at pumpkin spice stereotypes while giving Starbucks a latte opportunities to tap into nostalgia, internet culture and a fandom thirsty for more. With more than 10 million Instagram views, plus UGC and a Family Guy cameo, the campaign proves that when consumers turn your product into a punchline, sometimes the smartest move is to be in on the joke. Basic? Maybe. But Starbucks knows there’s no business like gourd business. 🎃☕

The Dolly effect 

Wisdom 💡: Dolly Parton’s legacy is a masterclass in what happens when who you are, what you say and what you do remain remarkably consistent. From songs rooted in vulnerability, hope and humility to decades of philanthropy supporting literacy and her hometown community, she built trust by turning her values into action rather than simply talking about them. For communicators, there’s a powerful lesson in that authenticity: know what you stand for, tell stories people can see themselves in and make sure your actions reinforce the narrative. Because the most enduring reputations aren’t manufactured by a great campaign, they’re earned one rhinestone-studded, purpose-driven moment at a time.

Pepper Pick

Beep Beep! The trucking industry is shifting gears, and Peppercomm SVP Rob Duda shares five communications principles to help companies take the wheel, build credibility and lead the conversations shaping what’s next in his latest thought leadership piece.