The mission was clear but ambitious. Telling consumers that they should ‘hold onto summer’ wasn’t going to be enough to make them believe it. We needed to create physical representations of summer and get them into our consumer’s hands.

We strategically placed adshels and street posters in high foot-traffic areas around the city and key commuter sites targeting office workers and students when they were reluctantly going to / coming home from work. Over the street posters we regularly placed beach towels, encouraging people to steal them. In key adshel sites and through guerrilla activity we created foam boards of jandals (flip flops) - our #1 footwear over summer. We encouraged passers by to steal and wear them instead of their work shoes.

We placed towels around fountains in the city, encouraging workers to steal them and have a swim.

All of this activity was then amplified on Facebook and You Tube, so much so we had people begging for towels and jandals!

Sales and brand measures exceeded industry norms with this innovative approach, with 77% of our audience describing L&P as THE drink of Summer!

Weekly sales were up by 37% during the campaign which delivered a return of $14 in sales for every $1 spent.

91% of people who saw the campaign remembered it was for L&P (industry norm: 64%), and 62% said they were more likely to drink L&P (industry norm: 34%).

Over 7,000 people directly interacted with the jandals and towels, and 330,000 people saw the posts on Facebook.

Media worldwide shared the story with over 80 million impressions