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L&P's Been Up To Nothing Much

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Fuseworks Media
Fuseworks Media
L&P's Been Up To Nothing Much

Ogilvy's new summer campaign to relaunch New Zealand's iconic L&P brand is, well, nothing much.

Aimed at young people, L&P has a fight on its hands competing with a huge variety of other drink brands. So it's decided to target the unique occasion when people like to drink L&P. According to O'Leary, "This unique occasion is when you're hanging out with your mates and doing nothing in particular".

So, naturally, the punch line in the L&P ad is the phrase, "There's nothing much like L&P when you're doing nothing much".

Launching this week with TVCs, Adshels, dairy and street posters and billboards, Ogilvy Executive Creative Damon O'Leary says, "For the first time ever I was impressed with our creatives doing nothing much."

In an age where energy drinks are throwing guys out of planes and off bungy platforms, L&P takes an ironic approach. They're positioning it as the drink for guys who are busy doing nothing much.

Now there are almost 20,000 people doing nothing much, 'liking' Lemon & Paeroa on Facebook, which is a pretty good turnout on-line for a local brand.

Attached to this email is the commercial, billboard and posters as illustrations. It's nothing much.

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