Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Pump Pushes Up Advertising Bar

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.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Crown Accounts: Slightly Softer Growth Expected In PREFU

A slightly softer growth forecast is the main feature of largely unchanged Pre-election Fiscal Update compared to the Budget forecasts three months ago, Finance Minister Steven Joyce says. More>>


Water: Farming Leaders Pledge To Help Make Rivers Swimmable

In a first for the country, farming leaders have pledged to work together to help make New Zealand’s rivers swimmable for future generations. More>>


Unintended Consequences: Liquor Change For Grocery Stores On Tobacco Tax

Changes in the law made to enable grocery stores to continue holding liquor licences to sell alcohol despite increases in tobacco taxes will take effect on 15 September 2017. More>>

Back Again: Government Approves TPP11 Mandate

Trade Minister Todd McClay says New Zealand will be pushing for the minimal number of changes possible to the original TPP agreement, something that the remaining TPP11 countries have agreed on. More>>


By May 2018: Wider, Earlier Microbead Ban

The sale and manufacture of wash-off products containing plastic microbeads will be banned in New Zealand earlier than previously expected, Associate Environment Minister Scott Simpson announced today. More>>