Pump, which has extended its status as the official water brand of the AFL through the 2018 season, has launched a new wave of work within its ongoing ‘Pump Up Your Team’ AFL activation.
The initiative, developed with agency Gemba, sees the water brand changing its iconic packaging to feature all of the AFL’s 18 team names on the labels.
These limited-edition packs will be available for purchase from the start of the new season in March to May and aim to enable fans to select Pump as their water of choice whilst cheering on their team.
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.
As well as the packaging strand, the campaign also includes social, influencer, radio and in-store activity.
Pump has also tied-up wwith a team of individual AFL players – including Patrick Dangerfield, Rory Sloane and Nic Naitanui – in order to use their star power and personal platforms to help generate support and further raise awareness of how AFL fans can pump up their teams.
Plus a further activation strand offers fans a series of promotions to win tickets to the 2018 Toyota AFL Grand Final: these will also feature on Triple M’s The Rush Hour in Melbourne to drive local engagement.
“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,’ explained Pump senior brand manager Kara Morrow at the campaign launch event.
“We can’t wait to see how fans nationwide show their support and get behind their favourite teams this season.”
Kylie Rogers, general manager of commercial for the AFL added: “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.”
The creative was developed by sports and entertainment agency Gemba, with PR handled by M&C Saatchi Sport & Entertainment.
Comment:
This is the second year that this campaign has underpinned Pump’s AFL partnership.
Pump’s deal dovetails with parent brand Coca-Cola and sister brand Gatorade’s AFL sponsorships.
Links:
Pump
https://www.facebook.com/PumpWaterAustralia/
https://www.coca-colajourney.com.au
AFL
Gemba
