Not runners drinking out of gas pumps 🤯

back. This is easily one of the smartest, most creative brand activations of the past year. But even more important than the idea itself is the fact that it's not a new idea, but a remix of a past hit. And this is honestly the way the smartest brands and creators work. So last year, Puresport took the idea of fueling great performance about as literally as you could take it. And they created these gas pumps or petrol pumps, if you're in London where they're based, where runners could walk up and fill their water bottles with their hydration drink. And the reason why this works so well is because it kind of uses the same principle as chaos packaging, putting something unexpected in an unexpected container, like olive oil in a squeeze bottle or whipped sunscreen in a whipped cream can. It's totally unexpected category, but it also makes total sense. So, and as they went to different events, they could introduce new flavors, like this new pomegranate, Amy Hunt's signature flavor. A taste so good, Amy put her name on it. They didn't reinvent the wheel, they just repainted the pump. And how smart is that? My only problem with it, honestly, is that I haven't seen it in person yet.