Close
 

L&P spices up its brand with new look and flavour

  • Design
  • October 6, 2016
  • Erin McKenzie
L&P spices up its brand with new look and flavour
Guy Montgomery, L&P drinker.

L&P has been quenching the thirst of New Zealanders since the early 1900s, when unique mineral waters were found in an underground spring near the Paeroa township. Its qualities made it valuable for medicinal purposes as well as table water and when lemon juice was added to it, Lemon & Paeroa was created.

Since then it has been represented by a number of different logos; however, all are brown and yellow. Coca-Cola Amatil head of marketing Leigh Moss (right) calls the two colours “iconic for the brand”.

And while the latest facelift by Marx Design stays true to this core, serving as more of an evolution than a total revamp.  

"It follows on from what has been happening with the brand over the past hundred years with multiple changes,” says L&P marketing manager Angela Broad (left).

The new branding also retains the tag line 'World Famous in New Zealand,' which has been used by L&P since 1993.

New logo and flavour

Previous branding

As well as logos, L&P has also seen a number of beverages added to the line, but the new Chili & Lime is the first to introduce additions to the lemon flavour.

In 2013, L&P Sour was introduced and its success saw it become a permanent line last year. There is also a Sugar Free L&P, introduced in 2005, before L&P Dry was created in 2009.

“One of the core things for us when we look at innovation is that it needs to very strongly enhance our base L&P,” Moss says. “It really has to reflect the lemon because that is the heart of the brand. We look for flavours that enhance that."

For an iconic Kiwi brand, a Chili & Lime flavour is quite Mexican, however, the combination of the two cultures is not something L&P and Coca-Cola are concerned about Broad says.

“I guess it’s like anything in New Zealand. We eat very multicultural cuisines in all different flavours from around the world so its reflective of how Kiwis behave.”

Moss says chili and lime is a territory it started working on in 2012 with the Sour L&P, but back then it was “a bit ahead of its time”, so it wasn’t refined until last year.

“When we pulled it up again last year it was very much on trend,” Moss says. “There’s been a 200 percent increase in global beverage launches with chili in them so it made sense for us to bring that flavour out.”

To introduce the new flavour to consumers, L&P have called on comedians Tim Batt and Guy Montgomery, who since early this year have hosted ‘L&P Live’. The unscripted show set in a dairy tackles a variety of pressing societal issues, such as 'vaguebooking,' whether it’s okay to film gigs with your phone and if snakes should be introduced into New Zealand.

The latest video shows the pair describing the Chili & Lime flavor as “zesty” and “a little person climbing out of the bottle that starts kicking around in your mouth”.

It’s a similar description to that used in the graphic on the Lemon & Paeroa Facebook page, which reads “Like getting kicked by a baby Donkey”.

Although Saatchi & Saatchi conceptualised ‘L&P Live’ video initiative, L&P moved its business to DDB in early September.

At the time, Moss said: “The DDB team demonstrated a real passion for our brands and a strong desire to drive their growth. They put a huge amount of thought into how we can make these brands even more loved than they currently are, and we’re excited to see this come to life through their creative work.”

Alongside the new brand work and flavour is a reshaped bottle, which Broad says is as unique and individual as the beverage itself. She says it’s something it has wanted to do over the years and now new investment in new technology at Coca-Cola Amatil means bespoke bottles can be made for the brands.

On top of the bottle, the familiar yellow lid will remain, where it has been since the cream coloured lid was swapped out in 2012. There will also be a red lid for the Chili & Lime flavour and a white lid for the Sugar-free version to differentiate the flavours.

However, it’s unlikely any of these changes will be added to the giant L&P bottle in Paeroa. The seven-metre high bottle has been a feature of the town since its erection in 1968 but it was not originally built for that purpose. The structure was created in 1967 as a spaceship for the town's Christmas celebrations.

Broad says since its transformation into the L&P bottle, the only paint work it has received is that to tidy it up from all the general wear and tear of being hugged a lot.




Picture on left from Teara.govt.nz

This story was originally published on StopPress.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

Read more
 
 

Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

Read more
 
 

How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

Read more
 
 

Bay of Plenty D2C Saltysea opens its first store

  • Design
  • July 17, 2019
  • Sarah Dunn
Bay of Plenty D2C Saltysea opens its first store

Stephanie Saxton has been selling cheeky swimsuits and ethical activewear online out of Bay of Plenty's Athenree since 2018. She's now opened Saltysea's first bricks and mortar store, the Salty Collective.

Read more
 

What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}