It might be our national fizzy drink but you'd probably be hard pressed to describe the flavour of L&P in a pinch. But explaining what L&P tastes like is the central theme of four new TV spots launched in a new campaign by Saatchi & Saatchi, along with the Taste-a-liker – an app that encourages the brand's 190,000 strong Facebook community to share their own thoughts on the flavour.
L&P, which recently redesigned its packaging with a hand from Dow Design, wanted to follow on from that with the 'Bit Different Aye' campaign. Saatchi & Saatchi ECD, Antonio Navas, says the brand needed a more contemporary look and feel without losing its sense of Kiwi humour.
“It’s one of New Zealand’s favourite brands, so the last thing we wanted to do was change it completely. We wanted to contemporise L&P in a way that still made everyone smile," he says.
“The great thing about L&P is when you ask someone to describe the taste, they really can’t put their finger on it. We had a lot of fun exploring this in the scripts, and trying to bring the taste to life in a more interesting way.”
Cinema, street posters and sampling will also drive the campaign through the summer.