Bronze for L&P at the 2013 EFFIE Awards

Coca-Cola Amatil is thrilled to announce it won a bronze EFFIE for its L&P: Bit different aye? campaign at the EFFIE Awards ceremony held on Thursday, 10 October.

Coca-Cola Amatil (NZ) Ltd (CCANZ) is thrilled to announce it won a bronze EFFIE for its L&P: Bit different aye? campaign at the EFFIE Awards ceremony held on Thursday, 10 October.

The new campaign, created with agency Saatchi & Saatchi, won a bronze EFFIE in the FMCG category – the highest award given in this category.

The tag line ‘Bit Different Aye’ celebrates L&P’s difference whilst referencing its Kiwi roots. L&P had lost relevance with drinkers – while brand love was sky high, it wasn’t translating into purchase. The challenge was to transform L&P from a recessive, retro brand back into a brand that kiwis both loved and wanted to drink.

The objectives of the launch campaign were to reposition the brand to a contemporary and relevant kiwi icon for youth, and remind drinkers of L&P’s great taste and refreshment.

“The campaign focused on celebrating our consumers’ search for something different, our product difference (taste) and our brand difference (kiwi, straight up)” says Wendy Rayner, General Manager – Marketing at CCANZ.

The EFFIE Awards are held annually by the Communication Agencies’ Association of New Zealand (CAANZ), and recognise creative achievement in meeting and exceeding advertising objectives.