15th Oct, 2014
by Todd Wackrow

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Pump Water has an established sponsorship of the All Blacks, and in previous seasons had delivered a limited edition All Blacks 'numbered jersey' bottle to help secure retail space and engage their consumers. This year, Union were approached to respond to a brief to continue momentum from previous years with another limited edition label, but looking to extend the concept as opposed to just repeating previous years. There was also interest in extending the brand's label to foster a consumer relationship, having a wider digital connection.

The result was a limited edition label series for the Pump bottle, which featured a collectable set of 10 different labels, each sporting stylised images of 3 different All Blacks. In addition to delivering strong cut through at the Point of Purchase, a promotional call-to-action was also used to drive consumers to www.pump.co.nzwhere they could win a “Pumped Up All Blacks Experience” by naming the 3 All Blacks on their bottle. This allowed the brand to not only drive its presence at the Point of Purchase through the bottle label and supporting Point Of Sale material, but also to connect with their consumer base via digital channels around a property with huge existing equity - The All Blacks.

Pump Image

To support the campaign we developed a fully responsive microsite built in Umbraco, which allowed consumers to select the player combo on their label to enter the draw to win. With 10 different labels in the market, there was also an incentive for consumers to “collect the set” and get additional entries in the draw, which drove repeat visits and ongoing engagement with the campaign (alongside repeat purchase). 

This campaign activation was a great example of how a more traditional 'campaign' designed to deliver impact at a retail level can also be easily extended via digital channels to deliver a deeper connection between a brand and its consumers.