In this week’s Our Take, BoshTokk serves up a motorway food service guide for footie fans, a word in your ear from a new AI assistant, a pub in the UK challenges wealth disparity and Puresport sends an influencer drop that makes us think about how we consume.
Service station fan sensation
Coral has scored a marketing hat-trick with their latest campaign, teaming up with larger-than-life football and food lover, Big John (BoshTokk) to create a motorway service guide for football fans.
Big John – devourer of epic feasts – hits the road to discover the away-day pit stops that deliver the goods for travelling football fans, whether it’s a pre-match pie or a post-match pick-me-up.
The guide is a continuation of Coral’s ‘We’re Here For It’ campaign, which marked a bold tonal shift for the brand. By putting fans front and centre and letting the humour and heart of the series do the talking, Coral is building a connection with their audience that feels authentic, not forced.
Whether you’re an away-day fan or just here for the food, Coral’s guide is worth a watch.
Pods for Thought
At CES 2025, Natura Umana introduced the HumanPods: AI-powered earbuds that could change how we interact with technology. With just a tap, you can hear from various AI personas tailored to your needs, whether it’s guiding your workout or helping you process your feelings. Think of them as your personal therapist, coach, or even creative partner—always on, always ready, and always there.
There’s a lot to love about this innovation. It could reduce screen time by offering a more natural way to interact with technology. These earbuds feel like a glimpse into a future where technology adapts to us, not the other way around.
That said, there are significant questions to consider. Relying on AI for advice and support could mean you’re only hearing what you want to hear, creating an echo chamber on steroids. And then there’s the privacy concern: how much data are these pods collecting, and how secure is it? While they don’t record unless activated, the idea of having AI embedded in our daily lives serves as a reminder that with great innovation comes great responsibility.
The Gift It Back Box
Puresport flipped the script on the influencer marketing playbook with a bold and meaningful move. They sent out 500 empty boxes to creators and athletes. But this wasn’t some packaging fail.
Printed on the inside of each box was a powerful call to action: a request to fill the box with unused or unwanted products from other brand collaborations, and give it to those in need. A simple gesture, packed with purpose.
Teaming up with Greenhouse Sports, a London-based charity that helps disadvantaged communities through sports, Puresport tackled waste in influencer culture and proved that sometimes out-of-the-box thinking is literally just that.
As a maker of sports and health supplements, the last thing Puresport wanted was to encourage people to consume products they don’t need. Their empty box campaign reflects their commitment to responsible wellness, ensuring their values remain authentic and impactful.
This is community marketing done right—impactful, thoughtful, and genuinely inspiring.
Watch the full video here.
A Pint That Makes You Think
Oxfam is turning an ordinary pint into a conversation starter with The Fair Pour, a pop-up London pub where you pay what you think is fair. High earners will be encouraged to pay more, while others will pay less, reflecting their financial reality. Timed to coincide with the World Economic Forum in Davos, the event will spotlight the growing wealth gap and illustrate how progressive taxation could fund vital services like healthcare and education.
It is a great example of how marketing innovations such as purpose-driven experiences and pop-up culture can work, using a casual pint down the local to raise awareness about global inequality. Whether your drink costs £1 or £100, The Fair Pour serves a big message.