How do you use the new Toni and Guy shampoo/conditioner bottles?

Right, Toni and Guy recently did a redesign of their hair styling products range. The packaging is now in tall bottles rather than in the bags like it used to be. However I cannot for the life of me get the bottle pump to work on either my shampoo or conditioner, have I just got two bad pumps or is there some kind of trick to get them to start working?