It's lemon, Kiwis, but not as we know it. Saatchi & Saatchi has given the drink brand made famous with a giant bottle in Paeroa a twist by showing a new side that's more fierce than fruity.
"It's L&P with a bit of spike," creative director Guy Roberts says of the campaign, which shows lemons dressed in wrestling masks, spiky latex and clown masks that have the potential to induce nightmares among small children.
"As we know, people take on a different persona when they dress up in costume - especially one with a bit of edge," says Roberts.
The new face is all about being a bit different, says Wendy Rayner, general manager of marketing at Coca-Cola Amatil (NZ).
“We know our L&P audience are always on the lookout for something new and unique. We know not everyone will be a sour lover but we’re bound to drive consideration and spark discussion."
StopPress was keen to find out how sales of L&P are faring. But we haven't been able to reach Rayner for further comment.
Agency: Saatchi & Saatchi New Zealand
Client: Coca-Cola Amatil NZ Ltd – Wendy Rayner, Leigh Moss, Raquel Guttenbeil, Sarah de La Mare
Executive creative director: Antonio Navas
Creative directors: Corey Chalmers, Guy Roberts Creative Team: Phil Hickes, Arnya Karaitiana
Agency content producer: Amy Hansen
Designers: Rob Flynn, Ross Davies, Tias Somers
Print producer: Paul Gibson
Business director: Shelley Winsor Account director: Katja Green
Account manager: Kylie Marsh
Planner: Sarah Hodgetts
Production company: Assembly
Executive producer: Amanda Chambers Music & Audio Post: Franklin Rd Studios
Media planning and buying: Ikon – James Roberts, Benny Meredith