Coca-Cola - L&P Live

Challenge:
Iconic Kiwi drink L&P was finding itself out-of-touch with its core market - young New Zealanders. Instead of a one-off brand ad, we needed a campaign that played in the spaces young Kiwis are already.
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Idea:
L&P Live was a social comedy series hosted by Tim & Guy, two up-and-coming NZ comedians. Every week they'd unpack a topic relevant to the target market, with special guests, good chat, and plenty of L&P on hand. The show lasted three seasons (longer than Firefly!) and tackled things like ASMR and social media etiquette long before anyone else did. Transforming L&P from a brand steeped in old-fashioned Kiwiana to one that's relevant to the 21st Century.