Hails & Fails – August 15th 2025
From viral memes to acts of footballing solidarity, this week’s PR moments show just how varied brand storytelling can be. Halfords leant into the ‘Final Ibiza Boss’ meme with a tongue-in-cheek new product, Bury FC made headlines for a generous gesture to rival fans and Jamie Dornan turned up the heat in Diet Coke’s latest campaign.
But not everyone enjoyed glowing coverage – Adidas was forced to apologise for cultural appropriation.
HAILS
Halfords hop on viral trend
Dialling up the humour and tapping into social media culture, Halfords unveiled the ‘Ibiza Final Boss Helmet‘ – playfully riffing off the ‘Final Ibiza Boss’ meme that dominated social media this week. The larger-than-life headgear plays on the viral clip, and while not destined for shelves anytime soon, the spoof product has generated laughs and clicks in equal measure. It’s a good example of a brand quickly reacting to a viral trend and making it their own.
Bury show solidarity with Morecambe fans
In a move that’s earned widespread praise, Bury FC offered free entry to Morecambe supporters for their first game of the season. The gesture comes in response to the League One club’s financial struggles and is a reminder that football fandom isn’t always about rivalry – sometimes it’s about community. This simple but heartfelt act scored plenty of goodwill on both the terraces and online.
Jamie Dornan turns up the heat for Diet Coke
Diet Coke’s new ‘This Is My Taste’ campaign sees Jamie Dornan strip down to a pair of silver swim trunks and flaunt his chiselled physique in a playful nod to the brand’s iconic 90s ads. The creative blends nostalgia with a fresh, tongue-in-cheek tone, ensuring it lands with both long-time fans and new audiences. Proof that a well-chosen brand ambassador can make all the difference.
FAIL
Adidas in hot water over cultural appropriation row
Adidas has issued a public apology – and pulled its Oaxaca Slip-On shoe – after facing backlash for cultural appropriation. Designed by Willy Chavarria, the plimsoll-style shoe borrowed heavily from traditional Mexican huarache craftsmanship, but critically, without collaboration or consent from Indigenous communities. The backlash prompted a formal apology and commitment to meaningful engagement, highlighting how essential cultural sensitivity is when drawing on heritage sources.
