L&P Summer Campaign up for Four AXIS Awards

Iconic Kiwi beverage brand Lemon and Paeroa have been announced as finalists, with their creative partners Saatchi & Saatchi, in three categories at the 2015 AXIS Awards for their 2013/2014 campaign Hold onto Summer.

Iconic Kiwi beverage brand Lemon and Paeroa have been announced as finalists, with their creative partners Saatchi & Saatchi, for four awards at the 2015 AXIS Awards for their 2013/2014 campaign Hold onto Summer.

The annual awards, held by The Communication Agencies Association (CAANZ), are described as one of the most significant national advertising competitions. With a focus on inspiration and aspiration, AXIS sets the benchmark for creative standards both in New Zealand and offshore.

L&P are finalists in the Out-of-Home Posters, Transit Advertising and Out-of-Home Special Build categories.

Wendy Rayner, General Manager of Marketing at Coca-Cola Amatil New Zealand (CCANZ), says she is thrilled with the announcement.

“I am extremely proud to have L&P named as a finalist for the second year running; it’s validation of the innovative way we talk to consumers and acknowledges us as industry leaders. AXIS recognises the highest quality of advertising and, in particular, campaigns that push the boundaries to cut through today’s busy environment” says Rayner.

The foundation of Hold onto Summer is that for many Kiwis, L&P and summer go hand in hand and that there’s no reason that summer feeling should end with the last day of the holidays as people return to work or school in the new year.

The campaign relied heavily on outdoor advertising such as the towel ‘street-posters’ and jandal ad-shels as a light-hearted way to bring the campaign to life.

Senior Brand Manager Raquel Guttenbiel says the response to the campaign, especially the out-of-home elements, were received positively; “It provided a fresh Kiwi take on delivering that summer experience to consumers where they were most likely to be at that time of year [February] like in the city, at work or university”.

“By creating physical symbols of summer out and about we engaged our audience in an innovative way and enabled them to hold onto that summer feeling a little longer” adds Guttenbiel.

Off the back of the success of the campaign, L&P launched Snap up Summer at the end of 2014 based on a similar premise of making the most of summer before it’s actually over. Like the summer campaign before it, Guttenbiel says the “response to date has been strong”.

The brand has been recognised for excellence in creativity before, previously winning a bronze EFFIE for its Bit Different Aye campaign at the 2013 awards. They were also a finalist at last year’s AXIS Awards.

The 2015 AXIS Awards will be held on Thursday 12th March in Auckland.