Stunt Watch: Beavertown’s pub balloon, Aldi's tattoos and the Ibiza final boss

In the week when Ronaldo proposed with the biggest rock known to humans, and Ibiza Final Boss became a national treasure, here’s a round-up of the stunts that caught my eye.

Continuing the theme of being a bit extra, what strikes me is that all this week/month’s stunts have felt extra…stunty. I’m talking big, physical, UK-first, in-your-face ideas – and the good news? The media are still lapping it up. Some PRs call August ‘silly season’ so maybe that’s why. Maybe we’re all just looking for a light-hearted distraction from the grim goings-on in the world. Maybe Y2K mania is creeping into the PR sphere. Whatever it is, I’m here for it.

Beavertown’s hot air balloon pub

The UK’s highest pub from Beavertown Brewery, the “Skulloon Tavern”, took to the skies this week, giving people the chance to have a Neck Oil at 2,000 feet.

The stunt was off the back of research that Brits are stuck in a cycle of samey Bank Holiday plans, encouraging them to “stick their neck out” – quite literally.

One debate many PRs have with these types of stunts is, how branded to go. I think Beavertown nailed the careful balance here, and the results speak for themselves. There’s no logo on the balloon itself, yet it’s instantly recognisable as Beavertown (kudos to the photographer for getting that hero shot). Dig deeper and it ties neatly to its brand purpose, “fuel fearless self-expression”. So what feels like a fun, frivolous stunt at first glance is part of a much longer-term brand play. The perfect breed of stunt in my opinion.

Domino’s submarine delivery

Is it a bird? Is it a plane? Is it that mystical creature that lives in Loch Ness? No, it’s a submarine delivering pizzas. This week, Domino’s made history with the world’s first-ever submarine pizza drop.

The branded sub can hit 45mph and leap five metres out of the water (who knew submarines can jump). According to Domino’s, the trial showcases its “dedication to pushing delivery innovation and bringing fresh pizza to customers, wherever they are”. Again, another great example of something that feels flash-in-the-pan but is rooted in a long-term brand strategy. I love it.

Aldi’s SpecialBuy tattoos

Temporary tattoos are all fun and games until you have to scrub them off, unlike the nation’s obsession with Aldi’s middle aisle, which shows no sign of fading. Ever thought about getting an air fryer tatt but want to try it out first? Well, now you can, along with many other weird and wonderful middle aisle staples, from kayaks to hanging egg chairs.

This limited-edition tattoo range follows other playful takes on Aldi’s SpecialBuy culture, including its fake nail range, and builds on research around tattoo regret. A simple, fun idea that taps into a very British ritual in a way only Aldi could do, a strategy that continues to deliver. If it ain’t broke, don’t fix it.

Ikea’s chip theft insurance

To mark the opening of its new Brighton store and promote its menu offering, Ikea took on the UK’s most hated bird, the seagull. The “chip theft insurance” kiosk on Brighton seafront offered free portions of chips to anyone whose snack was swiped by gulls.

Is Ikea the first to do something on seagulls stealing chips? No. But that’s not the point. It strategically connected a hyper-local but relatable issue with a lesser-known Ikea menu item (chips) creating a story that works just as well for beach-goers as it does for national media.

Booking.com’s gift to Ibiza Final Boss

And finally. We need to talk about Ibiza Final Boss. Unless you’ve been living under a rock, you’ll have seen him all over socials this week.

Booking.com seized the moment and gifted him a stay in a private villa, complete with a pool and DJ decks. It’s a nice fit with its ‘booking-dot-yeah’ positioning and a good example of hijacking a trend without over-engineering it. No awkward rebrand, no forced messaging – just a smart, timely move that amplifies something people were already enjoying.

So what looked like the “stuntiest” week ever turns out to be far from silly, and instead a masterclass in strategy, served with a big dollop of fun.