Ogilvy’s up to nothing much for L&P

Ogilvy Aukland’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.

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According to Ogilvy Executive Creative Damon O’Leary, “This uniqueoccasion is when you’re hanging out with your mates and doing nothingin particular, so, naturally, the punch line in the L&P ad is thephrase,  “There’s nothing much like L&P when you’re doing nothingmuch”.

Launching this week with TVCs, Adshels, dairy and street posters and billboards, 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.

Credits

Executive Creative Director – Damon O’Leary

Group Creative Head – Darran Wong Kam

Senior Copywriter – Ben Pegler

Creatives – Adam Barnes & James O’Sullivan

Agency Producer – Jane Mill

Director – Steve Saussey

Producer – Ron Redel

Editor – Jonathan Venz

Typography – Sam  Cox

Graphics – Martin Spencer, Trajano Leydet

Audio/SFX – Liquid Studios

Head of Planning – Rupert Price

Strategic Planner – Anna Gunnell

Client Service Director – Nikki McKelvie

Account Director – Saya Tran

Senior Account Manager – Posey Wall

Account Executive – Katie Grove

Client (Coca-Cola Amatil – L&P)

Marketing Manager – Leigh Moss/Kylie Gallagher

Senior Brand Manager – Leigh Benvie