Hails & Fails – January 16th 2026
From beauty brands turning up the heat to food packaging finally fixing a universal problem, this week’s best work shows how small ideas can make a big impact when they’re rooted in real insight. Sephora and Heinz both delivered clever, culture-led moments, while PureGym tapped into the one thing everyone actually chases in January. But while some brands nailed it, Heineken found itself under scrutiny for a Tube takeover that raised more questions than praise.
HAILS
Sephora spices things up with Tabasco
Sephora has turned heads by teaming up with Tabasco for a lip plumper that quite literally brings the heat. The unexpected collab blends beauty and food culture in a way that feels playful, on-trend and highly shareable. Bold branding, clever product design and plenty of social buzz make this a spicy little win.
Heinz reinvents the fry box
Why has no one done this before? Heinz has redesigned the humble fry box to include a built-in compartment for ketchup, solving one of fast food’s most persistent frustrations. It’s a beautifully simple piece of design thinking that’s practical, satisfying and unmistakably on brand. Proof that innovation doesn’t always need to be flashy to be brilliant.
PureGym celebrates the post-workout glow
PureGym has kicked off the year with a campaign that flips January fitness messaging on its head. Instead of guilt, pressure or transformation clichés, it celebrates that unmistakable post-workout feeling, the glow, the buzz, the quiet sense of achievement. Warm, relatable and refreshingly human, it’s a smart way to stand out in an overcrowded New Year fitness space.
FAIL
Heineken 0.0 Tube takeover sparks accessibility concerns
Heineken 0.0’s London Underground takeover certainly grabbed attention, but not all of it positive. The reworked Tube signage prompted criticism over accessibility, with campaigners questioning whether altered wayfinding could confuse or exclude some passengers. While the intention was bold, the backlash is a reminder that when brands step into public infrastructure, inclusivity and clarity have to come first.
