Pump (bottled water)
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| Type | Spring water, Flavoured water, Sparkling water |
|---|---|
| Manufacturer | Coca-Cola Europacific Partners |
| Distributor | Coca-Cola Europacific Partners |
| Country of origin | New Zealand |
| Introduced | 1997 (New Zealand), 1999 (Australia) |
| Colour | Clear |
| Variants | Pumped (Flavoured), Pump+ (Electrolytes), Pumped Sparkling |
| Related products | Mount Franklin Water, Deep Spring (beverage brand) |
| Website | www |
Pump is a brand of bottled spring and flavoured water sold in Australia and New Zealand. It is manufactured by Coca‑Cola Europacific Partners after the 2021 merger with Coca‑Cola Amatil.[1] Pump launched in 1997 in New Zealand and expanded to Australia in 1999.[2]
Product lines and marketing
[edit]Pump sources spring water from Te Waihou (Blue Spring) on the North Island and Wainoni Spring near Christchurch.[2]
The Pumped range introduced flavoured variants (lime, watermelon, berry), followed by Pumped Sparkling, a lightly carbonated range.[3] In 2016, Pump+ debuted as an electrolyte-infused variant in Australia.[4]
Marketing campaigns
[edit]Pump launched “Pump-Cam: Grab Life by the Bottle” (2013), a user-generated video campaign where consumers used a custom mount and submitted footage, some of which appeared in TV ads.[5] In 2017, the “Feel the flow” campaign featured a single-shot TV commercial with synchronized bucket drummers to symbolize hydration flow.[6] In 2021, “Dairy Dancing”, a TV spot by DDB Aotearoa, depicted a cyclist suddenly dancing after drinking Pump in a dairy, highlighting revitalization on the go.[7] Also in 2025, oOh!media installed an oversized Pumped Sparkling bottle public display on Auckland’s Queen Street as an experiential marketing activation.[8]
Market reception
[edit]In New Zealand, Pump held about 23% market share and experienced 20.4% annual growth, per The New Zealand Herald.[9] A 2017 Ministry for the Environment report (by Deloitte) found Coca‑Cola Amatil’s water brands—including Pump—accounted for ~16% of supermarket bottled water value share.[10] Australian consumer group CHOICE called Pump a prime example of bottled water branding, calling it “the marketing triumph of the century.”[11]
Public and environmental scrutiny
[edit]Consumer NZ criticized Pump flavoured water in the "Bad Taste Food Awards" (2017) for high sugar content.[12] In 2019, mould was found in sealed Pump bottles in Australia, prompting Coca‑Cola Amatil to issue an apology and investigate.[13]
Pump’s bottling of Blue Spring, a Māori taonga, sparked backlash over commercial rights and lack of compensation for local iwi and councils.[14] A separate Herald investigation revealed bottlers pay ~500 times less per litre than households, prompting calls for regulatory reform.[15]
Sustainability
[edit]Since 2020, Pump bottles in NZ and Australia are made from 100% recycled PET (rPET) (excluding caps and labels).[16] Coca‑Cola Europacific Partners aims for major sugar reduction targets and packaging sustainability, with Pump contributing to these goals.[17]
Ingredients and nutrition
[edit]Nutrition information varies by product line. For example, the 750 mL Pumped Watermelon contains per bottle:[18]
- Energy: 229 kJ (55 Cal)
- Total carbohydrate: 13.1 g (of which sugars: 12.8 g)
- Sodium: 130 mg
Its ingredients include spring water, sugar, food acids (E330, E340), flavour, salt, preservative (E211), sweetener (E960), and antioxidant (E385).
By contrast, unflavoured Pump spring water has zero calories, zero sugars, and ~38 mg of sodium per 750 mL.[19]
Flavoured but unsweetened varieties such as Pump Lime Rush and Pump Berry Storm provide negligible energy (<1 Cal per 100 mL) and include ingredients like food acids (E330), salt, preservatives (E211), flavours, and sweeteners (E950, E955, E960). Sodium content is approximately 15 mg per 100 mL.[20]
Distribution
[edit]Pump is available nationwide across supermarkets, petrol stations, convenience stores, gyms, and vending machines in both countries.
See also
[edit]References
[edit]- ^ "Our agreement to acquire Coca‑Cola Amatil". Coca‑Cola Europacific Partners. 4 November 2020.
- ^ a b "The Pump Story". Pump NZ. Retrieved 13 July 2025.
- ^ "Pump Products". Pump NZ. Retrieved 13 July 2025.
- ^ "Coca‑Cola Amatil's Pump+ natural electrolytes". Just‑Drinks. 6 December 2017. Retrieved 13 July 2025.
- ^ "Pump‑Cam user‑generated TV ad". LBB Online. Retrieved 13 July 2025.
- ^ "Pump's latest seamless 'Feel the flow'…". Campaign Brief NZ. March 2017. Retrieved 13 July 2025.
- ^ "Pump introduces Kiwis' hydrated alter ego Dairy Dancing". Campaign Brief NZ. 22 January 2021. Retrieved 13 July 2025.
- ^ "How oOh!media created an oversized Pumped Sparkling…". oOh!media. 9 April 2021. Retrieved 13 July 2025.
- ^ "Pump swells its coffers…". NZ Herald. Retrieved 13 July 2025.
- ^ "Water Bottling in New Zealand: Industry overview" (PDF). Ministry for the Environment. Retrieved 13 July 2025.
- ^ "Bottled water marketing". CHOICE. 6 May 2016. Retrieved 13 July 2025.
- ^ "Pump flavoured water… Bad Taste Awards". NZ Herald. 16 December 2017. Retrieved 13 July 2025.
- ^ "Mouldy Pump bottle leaves man ill". 7NEWS. 25 July 2019. Retrieved 13 July 2025.
- ^ Roy, Eleanor Ainge (27 March 2017). "New Zealand anger as pristine lakes tapped for bottled water market". The Guardian. Retrieved 13 July 2025.
- ^ "Ratepayers charged 500 times more for water…". NZ Herald. 21 May 2017. Retrieved 13 July 2025.
- ^ "Sustainable Packaging – Coca‑Cola NZ". Coca‑Cola NZ. Retrieved 13 July 2025.
- ^ "Meet the markets: Introducing New Zealand". Coca‑Cola EP. 10 February 2022. Retrieved 13 July 2025.
- ^ "Pumped Watermelon nutrition and ingredients". Pump NZ. Retrieved 13 July 2025.
- ^ "Calories in Pump Water (unflavoured) 750 mL". CalorieKing. Retrieved 13 July 2025.
- ^ "Pump (Australia) – nutrition facts for flavoured variants". Coca-Cola Australia. Retrieved 13 July 2025.