First published on Campaign Brief, March 14, 2017
Pump has been announced as the brand new official water of the AFL. The partnership will be supported by a new campaign entitled ‘Pump up your team’ via Gemba, which encourages fans to show their team support, in a unique and active way, during the 2017 Toyota AFL Premiership Season.
As part of the campaign, Pump will change up its iconic packaging to feature all 18 AFL team names. These limited-edition packs will enable fans to select PUMP as their water of choice whilst cheering for their team. All 18 AFL teams will be represented with individual bottles readily available to grab on the go.
The launch has kicked off with a bang, aiming to generate national awareness of the new partnership. Key touchpoints at launch include PR, out of home, stadium, digital and social activity, with digital remaining a key focus throughout the year. Pump will also engage with fans at a local level through in-stadium activations during key AFL rounds throughout March and April.
Says Vince Lichaa, brand activation manager, Pump: “We are pumped about these limited edition packs and our partnership with the AFL as it reinforces Pump’s positioning as the #1 water for sport and exercise. We can’t wait to hear consumer reactions and see fans nationwide supporting their favourite clubs with Pump.”
These limited-edition packs are currently being rolled out nationwide across the Pump 750ml plain range, full list including: Blues, Bombers, Bulldogs, Cats, Crows, Demons, Eagles, Freo, Giants, Hawks, Kangas, Lions, Magpies, Power, Saints, Suns, Swans and Tigers.