Pump Amazing race
Pump was under the pump. With no perceived point of difference from other bottled waters, and with a price tag at the premium end, sales were down. In fact sales across the entire category were down. Pump needed to stand out more than ever with an engaging and fully integrated campaign. The opportunity arose when we aligned Pump with the Amazing Race Australia. Starting from the shelf back we set out to combine an on pack promotion, with point-of-sale, online media, the brand’s first ever TVC, and tactical product placement.
2011 • New Republique • Creative Director