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L&P Gets Facelift
L&P Gets Facelift
Coca-Cola Amatil (NZ) Ltd has revamped its iconic L&P brand giving its bottles a new ‘retro’ label and backing the new image with a $1.25M advertising campaign.
Coca-Cola Amatil senior brand manager, Megan Denize, said the new advertising campaign which goes live from 27 February continues L&P’s quirky and irreverent take on life.
“It’s designed to remind Kiwis that New Zealand is a great place to grow up in,” she said.
“L&P is a kiwi icon that has been around for almost 100 years. The new campaign celebrates the brand’s history, but not quite in the way you would expect. While New Zealand has a multitude of traditional kiwiana treasures including gumboots, buzzy bees, pavlova, and swandris, there’s a younger generation of L&P drinkers who relate to a different and more recent range of icons - some of which they would rather forget!”
As a result, Kiwi icons from the 70s and 80s appear in the campaign. The advertising campaign comprises four new television commercials, street posters, magazines and a ‘quirky’ events programme including the L&P ‘Bring Back the Mullet’ competition. Also featured in the campaign are two L&P consumers who won a competition to appear in the advertisements
Megan said the new image and increased advertising spend was sparked by a 30% increase in sales of L&P over the past two years.
The new look label which features in the advertising campaign will start appearing on bottles of L&P in May 2005.
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