Pump kicks off 'Pump up your team' campaign via Gemba for 2018 Toyota AFL Premiership Season

Tigers.jpgSwans.jpgPump has today announced it will continue its partnership with the AFL as the official water for the 2018 season. For the second year running the partnership will be underpinned by the 'Pump up your team' campaign via Gemba, with the brand changing its iconic packaging to feature all of the AFL's 18 team names on the labels.

The limited-edition packs will be available during March through to May, enabling fans to select Pump as their water of choice whilst cheering on their team. The campaign also includes social, influencer, radio and in-store activity.
For the first time, Pump will also partner with some individual AFL players such as Patrick Dangerfield, Rory Sloane and Nic Naitanui to help galvanise support and raise awareness of how AFL fans can pump up their teams.

Consumer promotions to win tickets to the 2018 Toyota AFL Grand Final will also be featured on Triple M's The Rush Hour in Melbourne to drive local engagement.

Says Kara Morrow, senior brand manager, Pump: "As the number one water for sport and exercise, we're pumped to be back in the stands and continuing our strong partnership with the AFL. We can't wait to see how fans nationwide show their support and get behind their favourite teams this season."

Says Kylie Rogers, general manager of commercial, AFL: "It's a fantastic way to celebrate the start of the men's season by Pump continuing, for the second straight year, to change their brand packing to feature all 18 AFL Club names. We're excited to see the Pump packs in store and in the hands of fans over the coming months."

Pump limited-edition packs are currently being rolled out nationwide across the Pump 750ml plain range, including AFL team names:  Blues, Bombers, Bulldogs, Cats, Crows, Demons, Eagles, Freo, GIANTS, Hawks, Kangas, Lions, Magpies, Power, Saints, SUNS, Swans and Tigers.

Gemba: Creative
M&C Saatchi Sport & Entertainment: PR
UM: Media
JPD: POS

6 Comments

hmmm said:

That is the most uninspiring looking packaging I have ever seen.

Plastic said:

Yessss! More plastic bottles!

Jet said:

Cant think of a better way to pump up my team than drinking an expensive bottle of water from a plastic bottle. Sorry - Out of bounds on the full.

Poor form said:

This has been done so many times now it's not even an idea anymore. Why is it even on CB. Embarrassing.

In time for Cannes said:

Get pumped!

Not Kate said:

Thanks Kara Morrow. This is not free exposure on CB. It's a chance to get massacred.

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