After a period of relative silence on the self-promotional front, Ogilvy has been making up for lost time recently and trumpeting a host of its new work. And the latest addition is a new, characteristically quirky summer campaign for L&P that aims to appeal to young Kiwi malingerers.
L&P has a fight on its hands competing with a huge variety of other drink brands, so, in typically humorous, self-deprecating, challenger brandy L&P style, it’s decided to target the unique occasion when people like to drink L&P, which, according to Ogilvy’s executive creative director Damon O’Leary, is “when you’re hanging out with your mates and doing nothing in particular”.
Hence the new tagline: “There’s nothing much like L&P when you’re doing nothing much.”
“For the first time ever I was impressed with our creatives doing nothing much,” O’Leary says.
In an age where energy drinks are throwing guys out of planes and sending men in jetpacks up to put cones on the Sky Tower, L&P and Ogilvy have taken a more ironic, self-referential and semi-honest approach (in a similar fashion to Saatchi & Saatchi’s work for Tui Blond) and tried to position it as the drink for guys who are busy doing nothing much, which is undoubtedly a much larger target market than extreme sports junkies.
So far it seems to have found favour with its 21,000 Facebook fans after it launched last week (although it’s going to be tough to beat the Stubbies ad). And Maurice Morrison, self-appointed deputy minister of Tourism to Paeroa, and local bloke/committed Paeroa promoter Colin Brown are said to be among the campaign’s biggest fans.
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