A bushy thong, a PR stunt gone wholesome, and Macca’s turning Halloween kids into walking billboards. This month’s thoughts were some of the most fun ones I’ve had in a while!
Let’s diiiiiiive in.
the bush
Honestly, I’m still confused as to how this didn’t break the internet. The Skims Faux Hair Micro Thong – yes, the one with a full-on curly faux bush – should’ve had the entire timeline melting down. I saw a few posts here and there, but for something this unhinged (and now sold out, by the way), it feels like it never got its full moment in the spotlight.
It genuinely makes me wonder: are people actually buying it to wear, or is it purely for the “what the hell” factor? And if they are buying it seriously… what does that say about what people want right now? Because this isn’t an isolated “bush moment.” There was that viral Full Bush in a Bikini TikTok that lived rent-free in my head for weeks (plus all of the content that came after it). Then Vogue followed up with a whole piece confirming it – apparently 2025 is officially the year of the bush.
What’s going on here? Is this Skims genuinely tapping into a new wave of body confidence, or is it just another headline-grabbing stunt? I’ve seen comments like, “If you want a bush, just grow one,” which, sure, but as any laser hair removal girlie will tell you – once you’re smooth, there’s no going back. (Probably TMI for LinkedIn, but here we are.)
It’s also interesting to think about whether any other brand could’ve pulled this off. If another label had launched a furry thong, it probably would’ve been torn to shreds online. But because it’s Skims – and by extension, the Kardashians – it lands as clever, tongue-in-cheek, and just edgy enough to make people talk. They’ve found that rare cultural sweet spot between satire and sincerity.
Whether people are actually wearing them or just buying them to say they did, it doesn’t really matter. Skims got attention, press, conversation – and sold out. Mission accomplished.
doing PR for the regular girls
One of my favourite little corners of TikTok lately has been these spur-of-the-moment community moments – the kind that start as a throwaway video and end up turning into a brand frenzy. A few months ago, we saw it when a girl made a post before boarding a flight asking how many brands could comment before she landed. Last week, it happened again – a regular girl (not an influencer, not even trying to be one) posted a TikTok saying she’d had a rough day at work and asked if anyone wanted to send her a PR package.
Within hours, hundreds of brands had slid into her DMs. The comments were a mix of disbelief and pure joy – people cheering her on, brands tagging each other, strangers writing, “YES, do it for the regular girls!” It 11/10 wholesome and gave me all the good feels.
There was something so oddly heart-warming about it. No strategy, no management, no “influencer-approved” vibe – just people watching someone be real and wanting to jump in. It’s proof that the internet’s appetite for authenticity is still alive under all the noise.
For brands, it’s a reminder that not every win needs to come from a paid collab or a campaign plan. Sometimes it’s about spotting the right cultural moment and saying, “Yeah, let’s make her day.” Those moments don’t just make people notice you – they make people like you. And I reckon the brand cred from sending that one package (which probably costs… what $50? $100?) is worth WAY more than any other marketing they could have done. She’s now posting vids of her hauls and people seeing that brands got around her and sent her freebies? PRICELEESSSSSSS
I honestly think if brands spent a few minutes every week just scrolling TikTok and looking for those authentic, real-world opportunities to surprise someone – to actually make a person’s day – they’d see more brand love than from any polished campaign.
a very visually pleasing partnership
There are brand partnerships… and then there are good brand partnerships. This one is the latter.
Frank Green and LANEIGE teamed up on a limited-edition collab that came directly from customer behaviour – not a marketing brainstorm. People had been joking online for ages about how their Frank Green bottle and their LANEIGE lip serum were their two “can’t leave the house without it” items. The brands noticed, and turned that shared moment into a real product: glossy, ceramic reusable bottles inspired by LANEIGE’s lip tints, complete with a clip-on lip serum holder. Chefs kiss. Genius. No notes.
What’s so bloody good about this collab is that it feels effortless. Not a “look, we collabed” press release moment, but a genuine reflection of how people already behave. It’s culture-led, not brand-led. The colour palette alone feels like it came straight from someone’s “What’s in my bag” TikTok.
This is what happens when brands pay attention. They didn’t create a new behaviour; they elevated an existing one. They joined a conversation that was already happening and made it tangible. I so wish more brands operated like that. Less random mash-ups, more genuine crossovers born from cultural overlap. It’s not about forcing two worlds together – it’s about recognising when they were already orbiting each other.
maccas boo buckets
Macca’s always impresses me with their marketing (I mean, they’ve got a huuuuuge team and huge budgets – so you’d hope they do). Their current Happy Meal toy – the Halloween “Boo Buckets” – is actually really, really smart. On the surface, it’s just a bucket with stickers you can customise. But when you look a little closer, it’s the perfect blend of nostalgia, practicality, and stealth marketing. (and yes, I know this isn’t the first year they’ve done it – but I only saw it last week when I was stopping through the drive through for a cheeky sunday soft serve).
For starters, it solves a real problem for parents. Anyone who’s ever had to find a trick-or-treat bucket last minute knows it’s weirdly impossible (I’m not a parent, but I’ve tried for myself and lemme tell ya – not that easy). So now, Macca’s has swooped in as the saving grace of Halloween convenience – and in the process, turned every kid into a tiny walking advertisement, arches and all. And parents don’t even mind, because it’s useful.
That’s what makes it so smart. It’s not another throwaway piece of plastic that ends up in the bin. It’s something functional – and in the world of kids’ marketing, that’s a shift. Over the past few years, Macca’s toys have moved away from cheap little trinkets toward things that feel more intentional: games, puzzles, collectibles, even little eco swaps. The Boo Buckets fit right into that evolution – fun, interactive, slightly nostalgic for the parents who grew up with the originals, and designed to actually stick around.
It’s also one of those ideas that feels so simple you almost can’t believe no one else did it first. But that’s Macca’s strength: they find those cultural sweet spots that sit halfway between a memory and a marketing opportunity. The kind of thing that gets people saying “oh my god, I remember those!” while also convincing a new generation to beg for a Happy Meal.
Say what you will about the ethics of turning kids into brand ambassadors – this is smart marketing.
The Aussie Snag Goes to New York
Tourism Australia’s latest activation in New York might just be my favourite of the month. They set up a hot dog stand – but instead of serving American-style dogs, they dished out Aussie sausage sizzles. White bread, grilled onions, tomato sauce. Bunnings approved.
It’s such a clever move because it’s low-cost, low-effort, but high charm. You don’t need a massive VR experience or an expensive light show in Times Square to get people talking about Australia (I can only imagine the type of things that get pitched in marketing brainstorms for ways to show people what it’s like to visit Aus). You just need something that sparks a conversation – and a sausage sizzle will do that every time. It’s humble, iconic, and weirdly emotional for anyone who’s lived here.
My only note? They should’ve gone full Bunnings mode. No fancy toppings, no truffle aioli. Just bread, snag, sauce. That’s the point. That’s the authenticity. The second you start trying to make it “gourmet,” you lose what makes it so endearing.
But still – I love the simplicity of it. You can picture the New Yorkers grabbing one, asking questions, taking photos, posting about it. It’s small, smart, and deeply Australian. I know if I had a good international snack I’d go home, talk about it, and probably get into some long conversation about how I’d always wanted to go there. Job done.
Hijacking the Hype (Heineken vs AI Friends)
This one deserves a slow clap.
You’ve probably seen the weirdly dystopian “Friend” wearable AI chatbot that hangs around your neck (if you haven’t, check it here – wierd AF in my opinion) – marketed as a “companion” for lonely people. It’s been controversial, with people debating whether tech can replace real friendship. Heineken, clearly watching closely, decided to have some fun with it.
They launched their own version of the wearable… except it’s a bottle opener necklace. Same shape, same look, same vibe. They even copied the billboards. But instead of “AI companionship,” it came with the tagline: “The best way to make a friend is over a beer.” Then they went even further with the line: “Heineken: Social networking since 1873.”
TELL ME THIS ISN’T PERFECT. Tell me this isn’t marketing genuis. I LOVE IT. (and yes, I’m aware that we also need to be mindful that drinking is also not the only way to make friends – but can we just appreciate the bloody brilliance of this idea for now?!).
It’s witty, fast, and perfectly aligned with their message – celebrating human connection over digital substitutes. I love how it doesn’t feel try-hard or opportunistic. It’s clever cultural timing, not just meme-chasing. It pokes fun at the growing absurdity of tech culture while reinforcing what Heineken already stands for.
I think this is what good hijacking looks like – it doesn’t just join a conversation, it redirects it. And I really don’t think you need huge budgets to do this kind of thing for your business – you just need to be observing, get your timing right and have the confidence to see an opportunity and jump on it. Kudos to the team behind this. I am your #1 fangirl.
