L&P is going the online route for its major brand campaign this year, launching a weekly talk show, fronted by comedians Tim Batt and Guy Montgomery.
Dubbed ‘L&P Live,’ the largely unscripted show is set in a dairy (kitted out with some not-so-subtle product placement) and tackles a variety of pressing societal issues, such as 'vaguebooking,' whether it’s okay to film gigs with you phone and if snakes should be introduced into New Zealand (this last one doesn’t even merit satirical discussion—it’s more a question of when the black mamba should be unleashed).
Saatchi & Saatchi joint-executive creative director Gus Roberts says the irreverent approach employed in the video series aims to appeal specifically to the L&P target market.
"Our core drinkers are at a unique time in their lives,” Roberts explains. “They have huge pressures on them – whether it’s leaving school, getting through Uni, to nailing their first job. On top of all this, they are inundated with images and stories of so called ‘perfect' lives on social from their friends – making the pressure to measure up, even more intense. We see L&P’s role as a good mate who doesn’t take itself too seriously – knows how to have a laugh, enjoy the moment and isn’t afraid to show and tell it like it is. We think 'L&P Live’ does this – and then some.”
This type of irreverence has for years been at play in L&P’s humorous brand ads on TV, which have included stubbies, pool bombs, chest shaving and floor licking.
However, more recently, the company has shifted its emphasis to social marketing.
"We have had great success recently with two digitally led campaigns (Snapchat for L&P Trickshot cans and the L&P Sour Maskerendum on Facebook) which confirmed that we have a highly engaged audience keen to interact with L&P in these environments,” says Leigh Moss, Coca-Cola Amatil’s head of marketing and design.
L&P Sour Maskerendum
Sour is back for good, and it's looking for a new mask to join Clown, Wrestler, and Spikey.Vote in the upcoming L&P Sour Maskerendum (New Zealand's most important referendum) and you could help us decide as well as win an awesome prize. Keep an eye out here on Facebook for more.Posted by Lemon & Paeroa on Friday, 18 September 2015
Moss says changing media habits of the target market has led to a change in the strategy.
“ … reaching them with relevant and entertaining snackable content in environments where they already are makes sense," she says.
Moss would not say whether the social marketing approach is more affordable than developing a TV campaign, saying instead that digital was more suited to achieving the brand’s aims for this campaign.
"While we always strive to be efficient with our marketing spend, the objective of this campaign is to reach our core target audience by taking an ‘always on’ approach with conversations that are relevant and engaging. Focusing on digital also enables flexibility and for us to contextualise content by channel."
Episodes for the new series will be released weekly on L&P’s Facebook page and YouTube and will also be available to view on NZME’s WatchMe in early March.
Client: Coca Cola Amatil - L&P
Head of Marketing and Design: Leigh Moss
Senior Brand Manager: Angela Broad
Creative Agency: Saatchi & Saatchi
Executive Creative Director: Corey Chalmers and Guy Roberts
Creatives: Charlie Godinet, Antony Wilson
Planning: Murray Streets/Gina Williams
Content Creator/Social Media Manager: Jessica Reihana
Head of Content: Jane Oak
Agency Producer: Joshua Forsman
Motion Graphics Artist: Tomas Cottle
Senior Account Director: Emma Allen
Account Director: Katja Green
Senior Account Manager: Ashley Zaragoza
Media Agency: Ikon Communications
Managing Director: Emma Bolser
Client Service Director: Chantelle Hurndell
Strategy Director: Victoria Parsons
Communications Manager: Christina Lorth
Paid Social Specialist: Nick Henderson
Production Company: Sunday Punch
Executive Producer: Nikki Smith
DOP: Andrew McGeorge
Art Director: Angus Kerr
Editor: Josh Thomson
Post Production: Creature
Colourist: David McLaren
VFX: Lakshman Anandanayagam
Post Producer: Kim Baldwinson
Music & Sound Design: Clive Broughton, Factory Studios.