Hails & Fails – July 31st 2026
This week’s Hails prove there’s no single formula for grabbing attention. Domino’s embraced the bizarre, Hiya Healthcare found a genuinely clever way to explain an important health issue, while Pinterest showed how to bring an online brand into the real world. Meanwhile, FIFA found itself at the centre of a football power struggle after reports it was considering selling a stake in the World Cup.
HAILS
Domino's serves up garlic and herb ice cream
Just when you thought you’d seen every strange food mash-up, Domino’s launched a garlic and herb ice cream inspired by its cult-favourite dip. Arriving in the middle of a scorching summer, the stunt was bizarre enough to get people talking while still feeling unmistakably on-brand. Whether you’d actually fancy a scoop is another matter, but that’s almost beside the point. It’s exactly the sort of weird product launch that earns headlines because everyone has an opinion.
Hiya Healthcare uses Erling Haaland to explain periods
Women’s health brand Hiya Healthcare cleverly hijacked the internet’s obsession with Erling Haaland memes to explain the different hormonal stages of the menstrual cycle. By using a format millions of people already recognised, the campaign made an important health topic feel accessible without losing any of its credibility. It’s a smart reminder that social trends can do more than entertain when they’re used with purpose.
Pinterest brings the internet to Oxford Street
To celebrate its new London headquarters, Pinterest transformed part of Oxford Street into a real-life version of the platform, with immersive spaces inspired by the trends people are searching for online. Rather than simply telling people what Pinterest is about, the brand let them experience it for themselves. It’s a great example of how experiential marketing can reinforce a brand’s core purpose instead of feeling like a gimmick.
FAIL
FIFA's World Cup plans spark football civil war
FIFA has faced fierce criticism after reports it is exploring the sale of a stake in the commercial rights to the World Cup. UEFA, along with other continental confederations, warned they could boycott future tournaments if the plans move forward, arguing football’s biggest competition should not be treated as a financial asset to be sold off. FIFA insists no decision has been made, but the proposal has already created a significant reputational headache and united some of the sport’s biggest powerbrokers against it.
