A variety of Pump water containing electrolytes from coconut water and natural lime water hit shelves this week.
Coca-Cola Amatil (CCA), owner of sports-water brand Pump, says Pump+ natural electrolytes water is crafted with “active and health-conscious Australians” in mind, with low kilojoules and zero preservatives.
To help market the launch of the new product, Pump has collaborated with New York-based Australian artist Nick Thomm.
CCA says Mr Thomm, using fluidity and motion in his art to encapsulate Pump’s mantra of ‘keep moving’, has created a series of “contemporary and hyper-coloured” Pump+ street posters that will appear across Sydney, Melbourne and Brisbane.
A behind-the-scenes look at the new Pump+ collaboration will be featured in street-and youth-culture magazine Acclaim.
The campaign also includes out-of-home, digital, social, sampling, in-store and gym activations across the country.
Pump+ has also teamed up with lifestyle site The Urban List as sponsor of its ‘best walks’ this summer across Adelaide, Brisbane, Gold Coast, Melbourne, Perth and Sydney.
The Pump+ team will be present at these walk locations, offering walkers the chance to sample Pump+ natural electrolytes.
Pump Marketing Manager Livia De Salvo says the drink is a natural extension for the brand and will appeal to Australians who lead on-the-go lifestyles.
“In a first for Pump, we’ve created a distinctive new bottle and packaging for Pump+ natural electrolytes to elevate our active credentials,” she said.