L&P is a much-loved Kiwi brand. Many of its ads are classics, its Facebook page has over 184,000 likes and the recent Reader’s
Digest survey listed L&P the seventh most trusted brand in New Zealand. But sales were simply not matching the affection and loyalty the brand enjoyed. So the packaging has been given a spruce up by brand design specialists Dow Design in an effort to make it more contemporary—and compelling for the younger generation.
Dow’s brief was to ensure the brand was still clearly recognisable to
its consumers as the L&P they know and love, while creating a stronger focus on L&P’s unique
taste and refreshment promise.
“While maintaining all the vital
historical elements, the revitalised brand design gives L&P a more
impactful in-store presence,” says Dow Design account director, Stephanie
Perrett. “It has gone from retro brown
and laid back to fresh, bright and bold to appeal to Kiwi youth.”
Part of the brief was also to communicate more vigorously its
lemon flavour and refreshment. This has resulted in a newly updated lemon
symbol, a New Zealand map with a series of tiny effervescent lemon slices and “the raffish statement” ‘Good Lemonish Stuff’, which was concocted by Saatchi & Saatchi (a new campaign will be launched soon to back up the new look).
When working with a brand that’s been around for over 100 years, one of the challenges is finding the right balance between modernity and brand heritage, says Coca Cola Amatil’s senior brand manager, Leigh Moss.
“As consumers are very fond of L&P, they are more resistant to change, so we had to ensure that the update wasn’t too radical and still retained familiar elements.”
The new L&P packaging
is available in many formats and will hit the shelves in August. Check out some more old labels here.