Snap Up Summer with L&P

The marketing team behind the iconic Kiwi brand, L&P, are heading into the warm weather with a new campaign and their first on-pack promotion in five years; Snap Up Summer.

The marketing team behind the iconic Kiwi brand, L&P, are heading into the warm weather with a new campaign and their first on-pack promotion in five years; Snap Up Summer.

“Ever headed out on a sunny day in your jandals and boardies only to get drenched in the arvo?” asks the L&P Facebook page. “Then you know what a Kiwi summer is like. You have to make the most of it whenever you can – and L&P will help you do just that.”

The campaign plays to the idea that summer weather in New Zealand can be temperamental at best, calling all Kiwis to make the most of it while they can. All under-pinned by the ‘cheeky’ humour we’ve come to expect of the ‘a bit different aye’ beverage brand.

Senior Brand Manager, Raquel Guttenbeil says, “Like last year’s campaign [Bit different aye] we are continuing to celebrate the truth of a kiwi summer in an interesting, different and unexpected way. By rejoicing in the fleeting nature of a New Zealand summer, we’re creating ads that come and go”.

Specially marked L&P will be sporting unique codes which can be submitted via text or online to go in the draw to win a ‘legendary batch experience for 10 mates’, or one of three weekly $500 Ticketmaster vouchers.

Not limited to on-pack, the campaign will be promoted through out of home visuals, online and on radio.

“Social, online and experiential plays a huge part in the overall campaign, to ensure we are popping up wherever L&P lovers are all summer. The photo component taps into current habits and encourages discussion and sharing across social platforms” says Guttenbeil.

Read more here.