New Zealand - Trying to describe what L&P tastes like is tackled in a distinctly kiwi way this week in the new Saatchi & Saatchi campaign for L&P.
The iconic kiwi brand launches four new 15 second TV spots with the ‘Bit Different Aye' campaign, which follows an online competition on their Facebook page.
Saatchi & Saatchi ECD, Antonio Navas, says that it was key to retain the iconic kiwi humour, but that the brand needed a more contemporary look and feel:
"It's one of New Zealand's favourite brands, so the last thing we wanted to do was change it completely. We wanted to contemporise L&P in a way that still made everyone smile."
"The great thing about L&P is when you ask someone to describe the taste, they really can't put their finger on it. We had a lot of fun exploring this in the scripts, and trying to bring the taste to life in a more interesting way."
The new TV ads coincide with the Taste-a-liker, an online app that encourages the 190,000 strong Facebook community to tell us what L&P tastes like. Cinema, street posters and sampling will continue to drive the campaign across summer.