In the early 2000’s L&P launched the hugely successful ‘World Famous in New Zealand’ campaign based on retro-nostalgia and New Zealand’s unique ‘tongue n’ cheek’ sense of humour. This position has served them well for the better part of a decade, however in recent times it has lost reverence to a younger audience. L&P was running the risk of becoming a ‘Dad’s’ brand with little to engage late teens and early twenties.
The core challenge with L&P was to remain true to the brand’s roots and over 100 years of history, while at the same reinvigorating it to capture a younger, more vibrant energy. The result is a unique balance of proud heritage and a lively, refreshing vitality…. as well as a healthy lift in sales.