Pump
Pump is an Australian and New Zealand bottled spring-water brand offering still, flavoured, sparkling and electrolyte-enhanced products.
Last updated August 26, 2026
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Overview
Pump is a bottled-water brand sold principally in Australia and New Zealand. Its portfolio includes unflavoured spring water, flavoured water, lightly carbonated products and an electrolyte-enhanced line. The brand launched in New Zealand in 1997 and entered Australia in 1999, developing a regional position in the convenience, grocery, petrol-station, fitness and vending channels. It is manufactured and distributed by Coca-Cola Europacific Partners, following the 2021 merger that brought Coca-Cola Amatil into the wider Coca-Cola Europacific Partners business. The brand's water is associated with spring sources in New Zealand, including Te Waihou, commonly known as the Blue Spring, on the North Island, and Wainoni Spring near Christchurch. This source-based identity differentiates Pump from purified or municipal-source bottled waters and has also made water rights, extraction and environmental stewardship recurring public issues around the brand. Pump's products are distributed nationwide in both Australia and New Zealand through supermarkets, convenience stores, service stations, gyms and vending machines. Pump originally centered on still spring water, but expanded its offer through the Pumped range of flavoured waters. Flavours mentioned in the brand's portfolio include lime, watermelon and berry. Pumped Sparkling added light carbonation, while Pump+ launched in Australia in 2016 as an electrolyte-infused variant. Nutrition differs substantially across the range: plain spring water contains no calories or sugar, whereas sweetened flavoured products contain added sugar and may also use acids, preservatives, flavourings, salt and sweeteners. Unsweetened flavoured products are positioned as lower-energy alternatives, although their formulations still vary by product and market. Marketing has emphasized hydration, movement and refreshment rather than traditional soft-drink consumption. The 2013 Pump-Cam: Grab Life by the Bottle campaign encouraged consumers to submit videos filmed with a custom mounting device, with selected material used in television advertising. The 2017 Feel the Flow campaign used a single-shot commercial and synchronized bucket drummers to represent the movement of hydration. In 2021, Dairy Dancing portrayed a cyclist breaking into spontaneous dance after drinking Pump at a dairy, presenting the product as a source of revitalization while people are on the move. In 2025, an oversized Pumped Sparkling bottle installation in Auckland extended the brand's marketing into experiential outdoor media. Pump has achieved substantial recognition in the New Zealand bottled-water market and has been described in consumer and industry coverage as a prominent example of bottled-water branding. The brand has also faced criticism. Consumer advocates objected to the sugar content of some flavoured products, and mould discovered in sealed bottles in Australia in 2019 led to an apology and investigation by Coca-Cola Amatil. More broadly, the commercial bottling of water from the Blue Spring, regarded as a taonga by Māori, has generated debate about commercial rights, compensation and the governance of freshwater resources. Packaging is another important part of the brand's current positioning. Since 2020, Pump bottles in Australia and New Zealand have been made from 100% recycled PET, excluding caps and labels, supporting Coca-Cola Europacific Partners' broader recycled-packaging and sugar-reduction objectives. Pump therefore occupies a position between conventional bottled spring water and flavoured functional beverages: it retains a hydration-led identity while using flavour, carbonation, electrolytes and lifestyle marketing to broaden consumption occasions.
History
Pump was introduced in New Zealand in 1997 as a bottled spring-water brand and expanded into Australia in 1999. Its regional identity has been built around spring-water provenance, portability and hydration. The brand's New Zealand supply is associated with Te Waihou, or the Blue Spring, on the North Island, and Wainoni Spring near Christchurch. These sources helped distinguish Pump from bottled-water products based on treated or purified water, while also connecting the brand to wider debates about access to and ownership of freshwater. After establishing a still-water presence, Pump broadened its portfolio. The Pumped range introduced flavoured products such as lime, watermelon and berry. Pumped Sparkling added light carbonation, creating an option closer to the refreshment role of soft drinks while retaining a water-led identity. In 2016, Pump+ was introduced in Australia as an electrolyte-enhanced product. The resulting portfolio spans plain spring water, flavoured water, sparkling water and functional hydration, with formulations differing by product. Plain Pump water is calorie-free and sugar-free, while some flavoured products contain meaningful amounts of sugar and others are marketed without sugar and with negligible energy. The brand's communications have consistently linked drinking Pump with activity and immediate refreshment. In 2013, Pump-Cam: Grab Life by the Bottle invited consumers to submit video footage recorded with a custom mount, turning user participation into television advertising content. The 2017 Feel the Flow campaign used a continuous-shot commercial and synchronized bucket drummers to dramatize the movement of hydration. In 2021, the Dairy Dancing commercial, developed by DDB Aotearoa, showed a cyclist suddenly dancing after drinking Pump in a dairy. In 2025, a large Pumped Sparkling bottle installation on Auckland's Queen Street extended the brand's presence into experiential outdoor advertising. Pump became one of the recognizable bottled-water brands in New Zealand and is sold across supermarkets, petrol stations, convenience stores, gyms and vending machines in both New Zealand and Australia. Market commentary has described it as a strong participant in the New Zealand bottled-water category and as an especially effective example of bottled-water branding. Its commercial development has occurred within the Coca-Cola system, and since the 2021 merger of Coca-Cola Amatil with Coca-Cola European Partners, manufacturing and distribution have been handled by Coca-Cola Europacific Partners. The brand has also attracted criticism and scrutiny. Consumer New Zealand criticized some Pump flavoured products in its 2017 Bad Taste Food Awards because of their sugar content. In 2019, mould was found in sealed Pump bottles in Australia; Coca-Cola Amatil apologized and investigated the incident. Separate public debate has concerned the extraction and bottling of water from the Blue Spring, which is regarded as a Māori taonga. Critics have questioned the commercial rights associated with the source, the compensation received by local iwi and councils, and the regulatory framework for freshwater extraction. These concerns place Pump within a broader environmental and political debate affecting the bottled-water sector. Packaging and formulation have become increasingly important to the brand's later development. Since 2020, Pump bottles in Australia and New Zealand have used 100% recycled PET apart from caps and labels. This change aligns with Coca-Cola Europacific Partners' wider packaging and sugar-reduction commitments. Pump remains an active regional bottled-water brand, balancing spring-water credentials with flavoured, sparkling and electrolyte-based products designed for convenience and active lifestyles.
- 2021
Dairy Dancing campaign appears
[1]The brand uses a cyclist and dance to communicate revitalization on the go.
- 2021
Manufacturing moves into Coca-Cola Europacific Partners
[1]The Coca-Cola Amatil merger places Pump within Coca-Cola Europacific Partners' operating structure.
- 2020
Recycled-PET packaging adopted
[1]Pump bottles in Australia and New Zealand move to 100% recycled PET, excluding caps and labels.
- 2019
Mould incident reported in Australia
[1]Mould found in sealed bottles leads Coca-Cola Amatil to apologize and investigate.
- 2017
Feel the Flow campaign
[1]Pump promotes hydration through a single-shot advertisement featuring synchronized bucket drummers.
- 2016
Pump+ debuts in Australia
[1]The brand adds an electrolyte-infused water product to its Australian portfolio.
- 2013
Pump-Cam campaign launches
[1]Pump uses consumer-submitted video in the Grab Life by the Bottle campaign.
- 1999
Pump expands to Australia
[1]The brand extends its distribution and sales presence into Australia.
- 1997
Pump launches in New Zealand
[1]Pump enters the market as a New Zealand bottled spring-water brand.
Products and positioning
A hydration-focused bottled-water brand combining New Zealand spring-water provenance with convenient still, flavoured, sparkling and electrolyte-enhanced formats.
Bottled spring water · 1997
Pump Spring Water
The core still-water line is sourced from New Zealand spring sources associated with Te Waihou, or Blue Spring, and Wainoni Spring. It is positioned as a straightforward hydration product. The unflavoured version contains no calories or sugar, making it the base product against which the brand's flavoured and functional extensions are differentiated.
Flavoured water
Pumped
Pumped extends the brand into flavoured water, with variants including lime, watermelon and berry. Formulations vary: some products are sweetened and contain measurable sugar, while flavoured but unsweetened variants use sweeteners and other formulation ingredients to provide taste with negligible energy. The range broadens Pump's use beyond plain hydration and competes for occasions commonly associated with soft drinks.
Lightly carbonated water
Pumped Sparkling
Pumped Sparkling is the brand's lightly carbonated extension. It combines the Pump identity with carbonation and flavour-led refreshment, helping the brand participate in the growing space between still water, sparkling water and soft drinks. The line has also been supported by prominent experiential advertising, including an oversized bottle display in Auckland in 2025.
Electrolyte-enhanced water · 2016
Pump+
Pump+ debuted in Australia in 2016 as an electrolyte-infused variant. It adds a functional hydration proposition to the brand's spring-water platform and is aimed at consumers seeking a product associated with activity, replenishment or an active lifestyle.
Controversies
2019
Mould found in sealed bottles
Mould was found in sealed Pump bottles in Australia. Coca-Cola Amatil apologized and investigated the incident.
2017
Criticism of sugar content in flavoured water
Consumer New Zealand criticized Pump flavoured water in its Bad Taste Food Awards, focusing on the sugar content of some products.
Dispute over Blue Spring water extraction
The commercial bottling of water from Te Waihou, or Blue Spring, has prompted criticism concerning Māori cultural interests, commercial rights, compensation for local iwi and councils, and the regulation of freshwater resources.
Marketing campaigns
- 2025Pumped Sparkling Queen Street activation
New Zealand
oOh!media installed an oversized Pumped Sparkling bottle display on Auckland's Queen Street.
Outcome. The activation gave the sparkling range a high-visibility experiential and outdoor-media presence.
- 2021Dairy Dancing
New Zealand
A DDB Aotearoa television spot depicted a cyclist unexpectedly dancing after drinking Pump in a dairy.
Outcome. The advertisement framed Pump as a convenient source of revitalization during an active day.
- 2017Feel the Flow
New Zealand
A single-shot television commercial used synchronized bucket drummers to symbolize the flow and energy of hydration.
Outcome. The campaign reinforced Pump's hydration and active-lifestyle positioning.
- 2013Pump-Cam: Grab Life by the Bottle
Australia · New Zealand
Consumers used a custom mount to record and submit footage. Some user-generated material was later incorporated into television advertising.
Outcome. The campaign connected Pump with participation, movement and user-created content.
Brand decisions
2021
Transition into Coca-Cola Europacific PartnersM&ABackground
Coca-Cola Amatil became part of Coca-Cola Europacific Partners through a 2021 merger.
Action taken
Manufacturing and distribution responsibility for Pump moved into Coca-Cola Europacific Partners.
Aftermath
Pump continued as a regional brand within the enlarged Coca-Cola bottling group.
2020
Adoption of recycled-PET bottlesStrategyBackground
Packaging sustainability became a more prominent issue for bottled-water producers and Coca-Cola Europacific Partners.
Action taken
Pump bottles in Australia and New Zealand moved to 100% recycled PET, excluding caps and labels.
Aftermath
The packaging change aligned Pump with broader recycled-material and sustainability objectives.
2016
Launch of Pump+Product launchBackground
Pump sought to extend its spring-water platform into functional hydration.
Action taken
The brand introduced an electrolyte-infused water product in Australia.
Aftermath
Pump's portfolio expanded beyond plain and flavoured water into an electrolyte-focused format.
Recent events
- 2025
Pumped Sparkling bottle used in Auckland experiential display[1]
Campaign · Product launch
oOh!media installed an oversized Pumped Sparkling bottle display on Auckland's Queen Street as an outdoor experiential marketing activation.
- 2021
Pump appears in the Dairy Dancing campaign[1]
Campaign
A DDB Aotearoa television advertisement showed a cyclist dancing after drinking Pump at a dairy, reinforcing the brand's on-the-go revitalization message.
- 2021
Coca-Cola Amatil becomes part of Coca-Cola Europacific Partners[1]
M&A
Following the merger involving Coca-Cola Amatil, Pump became manufactured and distributed within Coca-Cola Europacific Partners.
- 2020
Pump adopts recycled-PET bottles in Australia and New Zealand[1]
Other
Pump bottles in the two markets began using 100% recycled PET, excluding caps and labels.
- 2017
Pump receives criticism over sugar in flavoured products[1]
Other
Consumer New Zealand included Pump flavoured water in its Bad Taste Food Awards, citing the sugar content of the products.
- 2017
Pump presents the Feel the Flow campaign[1]
Campaign
A single-shot television advertisement featuring synchronized bucket drummers used flowing movement as a metaphor for hydration.
- 2016
Pump+ launches in Australia[1]
Product launch
Pump expanded its Australian portfolio with Pump+, an electrolyte-infused water product.
- 2013
Pump launches the Pump-Cam: Grab Life by the Bottle campaign[1]
Campaign
Pump introduced a user-generated video campaign in which consumers recorded footage using a custom mount; selected submissions were incorporated into television advertising.
Sources1 sources
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