Hails & Fails – July 3rd 2026
From Centre Court in Central Park to football-themed spreads and armpit sponsorships, this week’s Hails show Wimbledon, Marmite and Rexona finding inventive ways to get people talking. But while those brands generated headlines through creative thinking, Trade Centre Group found itself under scrutiny following a series of customer complaints that raised questions about trust.
HAILS
Wimbledon brings Centre Court to Central Park
Wimbledon has recreated Centre Court in the heart of New York’s Central Park, giving fans the chance to play on grass for free ahead of this year’s Championships. It’s a brilliant way to export one of Britain’s most iconic sporting events, creating an experience rather than simply advertising one. The activation captures everything people love about Wimbledon and introduces it to a whole new audience.
Marmite backs England with 'WeMite'
Marmite has temporarily rebranded as “WeMite” to celebrate England’s World Cup campaign, sending special jars to fans travelling to support the team. We’ll file this one under simple but effective. It’s a small change that taps into tournament excitement and gives the brand a timely reason to join the conversation without forcing it.
Rexona sponsors the hardest-working armpits in football
Deodorant brand Rexona has placed its branding inside the armpits of World Cup fourth officials, ensuring it’s seen every time the substitution board is raised. It’s one of those ideas that feels so obvious you wonder why nobody thought of it before. A clever use of sponsorship that fits the brand perfectly and guarantees visibility throughout the tournament.
FAIL
Trade Centre Group drives into reputational trouble
Trade Centre Group has come under scrutiny following reports from customers alleging vehicles developed faults shortly after purchase, alongside concerns over repairs, refunds and communication. The company says complaints are limited given the scale of its business and that all issues are taken seriously. Regardless, the volume of similar stories has created an uncomfortable narrative around customer trust. When complaints begin to build publicly, reputation can quickly become as important as the product itself.
