Mercury Retrograde might be blamed for tech glitches, travel delays, and awkward texts from exes, but for marketers and PR agencies, it’s a golden opportunity for brands to harness the buzz surrounding this celestial event
Mercury in Retrograde has become one of the internet’s favourite scapegoats for dropped calls, missed trains, misfiring emails and broken appliances. When this phenomenon occurs, life’s daily frustrations are quickly attributed to Mercury’s apparent backwards spin.
While astronomers remind us that the planet isn’t actually reversing course, astrology suggests that Mercury, known as the ruler of communication, technology, and travel, throws these areas into disarray during retrograde. The cultural narrative has become so popular that every time it occurs (three to four times a year), the phrase trends on social media, dominates memes, and sparks conversation well beyond astrology enthusiasts.
For marketers, that cultural traction is impossible to ignore. If audiences are already thinking, posting, and joking about Mercury in Retrograde, then brands and PR agencies have a ready-made conversation to join. Clever campaigns can turn retrograde-related frustrations into a point of connection, offering comic relief, comfort, or even tangible solutions.
The Brands Leading the Celestial Charge
We’ve already seen some powerful examples of global brands taking advantage of this astrological event in the past. McDonald’s leaned into the chaos with a campaign that offered free McChickens or McDoubles with the purchase of fries during the first two days of retrograde back in 2022, sweetened with live tarot readings by TikTok astrologer Madam Adam.
Other brands like Marco’s Pizza delivered a slice of comfort by offering 20 percent off orders throughout the entire period, while the beauty experts Huda Beauty played to the theme with its limited-edition Mercury Retrograde eyeshadow palette, and Vizzy Hard Seltzer tapped into consumer woes with competitions that rewarded people for sharing their “retrograde mishaps.” Even Reyka Vodka jumped on the bandwagon, curating cocktails tailored to astrological moods.
These campaigns prove that Mercury Retrograde has moved away from being solely based on astrology, becoming part of mainstream culture. Searches for the phrase hit global peaks in 2019, and its cultural momentum hasn’t slowed. In fact, even celebrities have helped fuel the phenomenon. Taylor Swift, after injuring her hand on The Eras Tour, joked on Instagram that it was “very Mercury in retrograde coded”, a phrase that instantly went viral, cementing the event’s place in pop culture.
The PR Dream
For PR and marketing professionals, this means two things. First, understanding when retrograde periods occur gives agencies a head start in planning timely, shareable content that aligns with trending conversations. Second, these campaigns don’t need to take astrology too seriously. The magic lies in humour, relatability, and empathy. Audiences aren’t necessarily looking for cosmic explanations; they’re looking for brands that acknowledge life’s little hiccups in a playful way.
In many ways, Mercury Retrograde mirrors the role of PR itself: navigating miscommunications, adapting when things go wrong, and reframing setbacks into stories that connect. Just as astrologers encourage reflection and recalibration during retrograde, brands can use this period to revisit dormant campaigns, revive nostalgic products, or reconnect with audiences through authentic storytelling.
So, as Mercury continues its backwards spin until the end of November, agencies have a clear choice: either stay on the sidelines or embrace the moment. In a digital landscape where cultural resonance often trumps hard-sell messaging, retrograde season is less about the stars and more about meeting audiences where they are, half-laughing, half-complaining, and entirely ready to engage.
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