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L&P Gets Facelift

Published: Mon 14 Feb 2005 10:12 AM
L Gets Facelift
Coca-Cola Amatil (NZ) Ltd has revamped its iconic L brand giving its bottles a new ‘retro’ label and backing the new image with a $1.25M advertising campaign.
Coca-Cola Amatil senior brand manager, Megan Denize, said the new advertising campaign which goes live from 27 February continues L’s quirky and irreverent take on life.
“It’s designed to remind Kiwis that New Zealand is a great place to grow up in,” she said.
“L is a kiwi icon that has been around for almost 100 years. The new campaign celebrates the brand’s history, but not quite in the way you would expect. While New Zealand has a multitude of traditional kiwiana treasures including gumboots, buzzy bees, pavlova, and swandris, there’s a younger generation of L drinkers who relate to a different and more recent range of icons - some of which they would rather forget!”
As a result, Kiwi icons from the 70s and 80s appear in the campaign. The advertising campaign comprises four new television commercials, street posters, magazines and a ‘quirky’ events programme including the L ‘Bring Back the Mullet’ competition. Also featured in the campaign are two L consumers who won a competition to appear in the advertisements
Megan said the new image and increased advertising spend was sparked by a 30% increase in sales of L over the past two years.
The new look label which features in the advertising campaign will start appearing on bottles of L in May 2005.

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