FEB 2008 - Pump Pushes Up Advertising Bar
A revolutionary advertising campaign for Pump Pure New Zealand Spring Water launched on 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 ‘drink, think, act’ message with the target market,” she said. “There’s never been an animated campaign like this that literally evolves or ‘rolls 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.”
Launched Sunday 20 January 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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For Further information contact:
Aimee Driscoll
Corporate Affairs Manager
Coca-Cola Amatil (NZ) Ltd
ph: +64 9 526 3444
fax: + 64 9 970 8039
email: aimee.driscoll@anz.ccamatil.com
Nikki McKelvie
Group Account Director
Ogilvy
ph: +64-9-358 8239
fax: + 64 9 358 5762
email: nmckelvie@ogilvy.co.nz
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