18 January 2008
Pump Pushes Up Advertising Bar
A revolutionary advertising campaign for Pump Pure New Zealand Spring Water is set to launch from 20 January, rolling
out a series of 50 individual animated television commercials.
Each fortnight a brand new commercial will screen, following the pursuits of a wily, animated character who's modus
operandi is to stay pumped. Through action and adventure he stays ahead of the game, narrowly escapes disaster and keeps
moving on through his quick wit and agile manoeuvres, highlighting the benefits of constant hydration. Re-invigorated
new packaging featuring a dynamic new wave is another component of the Pump campaign.
Catherine Woodley Senior Brand Manager says the innovative new advertising campaign is designed to take an already
successful brand to a new level.
"We anticipate stronger market growth over the next two years as the Pump campaign evolves and reinforces the Œdrink,
think, act' message with the target market," she said. "There's never been an animated campaign like this that literally
evolves or Œrolls out' in the same way as a television series and we think the brand's changing story over the next two
years will really capture the imagination of viewers."
Ogilvy Executive Creative Director Jeremy Taine concurs. "Pump is such a dynamic, fluid brand pun absolutely intended
standing still was never an option. Dan and Paul have done a brilliant job for a visionary client and we think the
market will love the ride."
Launching Sunday January 20, 2008, the integrated Pump campaign incorporates television, outdoor, online and a new point
of sale suite. It has a total rate card value of two million dollars to ensure a strong market presence. Destined to
reach iconic brand status with this ambitious, innovative brand campaign, Pump is a product of Coca-Cola Amatil and New
Zealand's number one single serve water brand.
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