L&P TASTES LIKE...

TitleL&P TASTES LIKE...
BrandCOCA COLA AMATIL
Product / ServiceLEMON AND PAEROA
CategoryC05. Co-creation & User Generated Content
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Production DDB NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group Chief Creative Officer
Rory McKechnie DDB Group New Zealand Creative Director
Adam Barnes DDB Group New Zealand Art Director
James O'Sullivan DDB Group New Zealand Copywriter
Nikki McKelvie DDB Group New Zealand Lead Business Director
Crystal Clark DDB Group New Zealand Senior Business Director
Violet Hong DDB Group New Zealand Business Manager
Lucinda Sherbourne DDB Group New Zealand Executive Planning Director

Why is this work relevant for Direct?

This was a direct response campaign, with posters and social media driving users to describe the taste of L&P via website. We then used these responses to create a 483 word description of the taste of our product, and three radio ads we never could have written ourselves.

Background

L&P, or Lemon and Paeroa is a local soft drink that tastes kinda like Sprite, but kinda more lemony and fizzy. Actually no one really knows what it tastes like. Not even their marketing department. This hasn't stopped L&P becoming the nation's most loved soft drink brand with a loyal following of devoted fans. So when we needed to remind people of the unique lemony flavour, we targeted the fans and gave them complete create freedom to describe the taste. What we ended up with was a 483 word taste description and three radio ads we never could have written.

Describe the creative idea (30% of vote)

Nobody can quite put their finger on exactly what L&P tastes like. It's kinda lemony, a bit fizzy and rather wet. So instead of trying to describe it, we asked the thousands of loyal L&P fans to do our jobs for us and describe the taste in a way only they could. What we ended up with was one of the longest and strangest taste descriptions for a lemon flavoured soft in drink in the world, probably. Which we then turned into three unique radio ads - the offical taste of L&P.

Describe the strategy (20% of vote)

L&P's tag line is 'Refreshingly Different.' It's not just the drink's taste that's different. Everything the brand does has a splash of quirky and a dash of weird. Strategically this campaign had to remind people of its unique lemony taste while keeping within the refreshingly different tone of voice that people have come to expect from the brand. Everything from the copywriting, the illustrations and even the voice actor's delivery of the tag line was done in a different and unexpected way to keep the aged 18-35 target audience interested and entertained.

Describe the execution (20% of vote)

We launched the campaign with out of home, animated Facebook and Instagram ads calling for people to try to explain what L&P tastes like in their mind. They featured thought starters such as... "Tastes like pouring popping candy down your wetsuit" or "Getting splashed in the face by a dolphin in a Hawaiian shirt" or "Lemony flying hedgehogs." These directed people to the campaign website where they could enter their own descriptions in a continuous feed. Thousands of unique entries came in, which we then turned into three bespoke radio ads. The offical L&P taste description, described by L&P fans everywhere.

List the results (30% of vote)

There were 1,435 total descriptions submitted, even with no incentive to win anything. 3% uplift in total volume sales over the campaign period compared to the same period prior. Our value growth was 50% higher than the market average of Carbonated Soft Drinks vs the same period a year ago. Our target demographic of youths aged 16-24 y/os tracked considerably higher than normal; Campaign appeal - 80% (normally 52%) More likely to drink - 65.5% (normally 33%) and Feel more positive about the brand - 79.5%

Links

Website URL