Meet Alan P: L&P and DDB Aotearoa launch Small Town Genius

L&P is back with a new brand platform, Small Town Genius, created by Coca-Cola Oceania with support from DDB.

The campaign aims to connect with Kiwis by featuring real New Zealanders whose names share a playful link to the brand.

Dave Wood from Goodoil and Kate McGill from Lighthouse casting scoured the nation to find real Kiwi called Alan P, Ellen P, Allen P, Helen P, Elle P and even Aly P, to become ‘L&P People Ads’ – the faces of the latest campaign.

Their job? Simple. Say their name as much as possible, because every time they do, “you think of L&P, and might buy some L&P.” 

Revisit your love for L&P

Coca-Cola Oceania senior brand manager Janine Penrose says that “everyone knows and loves L&P – we just had to remind them.”

“It’s our national drink – L&P reminds us of home, of summer, of the beach and road trips, and now all our Alans and Ellens are going to help Kiwi revisit those moments of L&P, and all those good things that go with it.

“We know that New Zealanders have an enormous amount of love for the brand, and we felt this was the perfect time to engage a new generation of L&P lovers, so that’s where Small Town Genius comes in,” Penrose adds.

Small town genius thinking

DDB Aotearoa’s creative director Freddie Coltart says the team were tasked with “bringing L&P back to the top of these young consumer’s minds.”

“Sometimes, we like to overcomplicate things but in this case, the solution was simple. We thought, let’s just get people say the product name hundreds of times, but not.

“It’s that kind of small town genius thinking, that unique breed of creativity, ingenuity and resourcefulness possessed by the people of small towns, that makes New Zealand so great. And births such genius drinks.”  

Creative director Matt Williams adds: “L&P has produced some of New Zealand’s most iconic ad campaigns and having worked with the brand on and off over the last 16 years. I am especially proud to bring this campaign to life and continue the legacy of this great New Zealand brand.”

The crew of Alan Ps will appear across AV and social, supported by a group of Alan-fluencers tapping into niche communities – like StickNation – to spread the L&P word across discover pages everywhere. 

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