L&P Summer ’24

L&P is a product and brand well-known to kiwis right across the country. Initially made with natural spring water from a small town in Paeroa with some added lemon, L&P has been around since 1907. Ask anyone and they’ve probably got a photo in front of the big L&P bottle in the town where L&P was started and if you’ve ever had an L&P, you’ll no doubt also agree that a sip of L&P, tastes just like summer. So it was no surprise that when L&P came to CARTEL Media to activate over summer 2023/2024, we had just the locations to make some impact.

Goal / Challenge

To showcase L&P and ‘summer’ to kiwis, L&P spoke to CARTEL Media to feature the brand in key summer hot spots across the country. We’re talking holiday parks and surf clubs where kiwis flock to when the temp gets up and you’re in need of a cool, refreshing drink.

The Solution

CARTEL Media was able to work with our venue partners in the best summer hot spots in the land! Through our partnership with Surf Lifesaving New Zealand, L&P was able to sprinkle it’s toes as close to the beach as it could get from Ruakaka in the North, Wainui in Gisborne, New Brighton in Canterbury and St. Kilda in Otago as well as other spots in-between. Alongside 10 surf clubs, we were able to spread the reach further, engaging with our Holiday Park network of venue partners to showcase L&P in 22 campgrounds all over NZ. Throw in a few of our digital screens at key swimming pool venues around the country, and coverage was everywhere, targeting beach go-ers and holidaymakers as they enjoyed the best of what a kiwi summer can offer, with a chilled L&P in hand no doubt!