Hails & Fails – January 9th 2026
A fresh year, a fresh batch of brand moves, and 2026 is already off to a lively start. Vaseline has found new life through TikTok, McDonald’s has officially embraced what fans were already doing, and Tesco has dug into its own archives to shout about value. But while some brands are starting the year on the front foot, Elon Musk’s Grok is under significant scrutiny, raising serious questions about responsibility and oversight.
HAILS
Vaseline gets verified on TikTok
Vaseline has started the year strong by fully leaning into TikTok culture with a smart new social strategy. Instead of fighting user hacks and creator-led trends, the brand has embraced them, validating tips, stitching creators and embedding itself naturally into the platform. It’s a smart shift that shows what happens when a legacy brand listens, adapts and meets audiences where they already are.
McDonald’s makes the secret menu official
McDonald’s has turned years of customer hacks into a permanent feature by officially launching its “secret menu”. The move celebrates fan creativity while driving fresh conversation around a menu everyone already knows inside out. It’s playful, self-aware and a great example of a brand letting its audience lead, rather than pretending it invented the idea itself.
Tesco revives its iconic stripes
Tesco has brought back its classic blue and white stripes across hundreds of stores, tapping into nostalgia to underline a renewed push on value. At a time when shoppers are watching every penny, the throwback branding feels reassuring, familiar and purposeful. A simple but effective reminder that sometimes the strongest brand assets are the ones you already own.
FAIL
Grok AI backlash raises serious concerns
Elon Musk’s AI chatbot Grok has come under intense scrutiny after reports revealed it was being used to generate thousands of undressed and sexualised images, including of children, every hour. Regulators and watchdogs have condemned the lack of safeguards, sparking global backlash and renewed calls for tighter AI controls. It’s a stark reminder that while AI innovation is accelerating, responsibility isn’t always keeping pace, and the consequences can be severe.
