Bledisloe trip promo targets AB fans

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Grey Lynn-based agency Union Digital has put the All Blacks onto Pump spring water bottles to promote a “Pumped Up” fan experience.

Each bottle features three ABs, and consumers have to guess all three to be in to win. The prize includes flights to Brisbane and accommodation for two, tickets to the final Bledisloe Cup match on the Saturday 18 October, and a place at the All Blacks training run.

“Targeted at young adults, the chance of winning an All Blacks experience during the height of the rugby season has wide appeal,” says Pump brand manager Sarah De La Mare.

The campaign focuses on the power of collectability – the limited edition product labels showcase All Blacks player imagery to gain buyer attention, support sales and encourage engagement through the competition entry mechanic. The specially labelled bottles are available at all Coca-Cola and Pump stockists.

The promotion will run through to mid-August and winners will be announced on Wednesday 20 August.



Agency: Union Digital (
Account Director: Todd Wackrow
Creative Director: Lee Burrow
Label Design: Gerald Phillips
Producer: Leah Mathews

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