PUMP kicks off ‘PUMP up your team’ campaign for the 2018 Toyota AFL Premiership Season


Australia, Tuesday 27 March 2018:  PUMP 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, 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.

Kara Morrow, Senior Brand Manager, PUMP said, “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.”

AFL General Manager of Commercial, Kylie Rogers said: “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.



Agency Credits:

Gemba: Creative

M&C Saatchi Sport & Entertainment: PR

UM: Media



For more information contact Red Agency at the details in this PDF.

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About the AFL

The AFL is Australia’s premier sporting organisation supporting a constantly evolving national competition for both men and women.  The AFL currently has 680 permanent employees and is responsible for growing and developing Australian Football across Australia. Australian Football is Australia’s only indigenous game with the first match being played in August 1858 in Melbourne. The AFL’s elite men’s competition is made up of 18 clubs competing for a seasonal title and the NAB AFL Women’s competition, which began in February 2017 and is currently made up of eight clubs. A total of 6,732,601 people attended throughout the 2017 Toyota AFL Premiership Season. In 2017, total participation of the game in Australia was over 1.5 million people. For the 2017 Toyota AFL Finals Series alone, a gross cumulative television audience of 16,904,867 was reached.

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