Hails & Fails – October 3rd 2025
From retro merch drops to supermarket stunts, this week’s PR wins are all about brands knowing how to show UP. Domino’s marked 40 years with a slice of 80s nostalgia, Lewis Capaldi and Aldi teamed up for a rooftop surprise that just worked, and ChatGPT showed some much-needed emotion with its first brand campaign. But while some brands hit the right note, Xbox left customers fuming with price hikes that couldn’t have come at a worse time.
HAILS
Domino’s goes full 80s
Domino’s is celebrating 40 years in the UK with a retro merch drop that leans into 80s nostalgia. From bucket hats to bomber jackets, the line-up taps into the brand’s heritage while staying streetwear cool. It’s a fun, on-brand way to turn a milestone into something customers actually want to get their hands on.
Lewis Capaldi x Aldi rooftop gig
Sometimes a collab just makes sense. Aldi rebranded to “Capaldi” for one night only, with Lewis Capaldi performing a surprise rooftop gig for fans. Equal parts playful and surprising, the partnership worked because it felt natural, and gave Aldi a cultural moment that reached far beyond the aisles.
ChatGPT finds its human side
ChatGPT has launched its first proper brand campaign, and it’s not sci-fi robots or futuristic tech. Instead, the creative goes straight for the feels, showing how AI can support real human moments. For a brand often framed as clinical and futuristic, it’s a refreshing move that feels both unexpected and quietly powerful.
FAIL
Xbox faces backlash over price hike
Xbox has left gamers fuming after announcing a 50% price hike for its Game Pass Ultimate service. The steep jump sparked uproar across social media, with many threatening to cancel their subscriptions altogether. At a time when household budgets are already stretched, the move feels badly timed and out of touch, risking brand loyalty for short-term gain.
