Lemon & Paeroa (L&P)
Lemon & Paeroa on sale in Shanghai
TypeSoft drink
ManufacturerCoca-Cola Amatil (NZ) Ltd
Country of origin Paeroa, New Zealand
Introducedc. 1907
ColourPale, light yellow
VariantsSugar Free, Sour, Dry Ginger Beer, Chilli & Lime (limited edition)
Websitewww.lemonandpaeroa.co.nz

Lemon & Paeroa, often shortened to L&P, is a sweet, lemon-flavoured soft drink manufactured in New Zealand. The drink is considered Kiwiana,[1] and was traditionally made by combining lemon juice with naturally carbonated mineral water from the town of Paeroa. Today, it is manufactured by multi-national Coca-Cola. The origin date of the drink is uncertain, but the brand estimates 1907.

In the township of Paeroa, the origin place of the drink, there is 7-metre (23 ft) tall Lemon & Paeroa bottle statue. It is one of the most photographed locations in the country, which is also considered a New Zealand icon.

History

Paeroa water newspaper advertisement from 1937

Originally, Lemon & Paeroa used naturally carbonated water from a spring in the town of Paeroa. The spring is located near the Ohinemuri and Waihou rivers. The land of the spring was originally used to service goldminds, and was a cow paddock when the spring was discovered. Locals frequently visited the spring following its discovery to drink the water. This was a time before anyone had thought of commercialising it.[2]

The spring's land was first owned in April 1887, by James Coote and Alexander Hogg, who were both from Paeroa. They subdivided the land in August, transferring the plot with the spring (13 acres) to Sir John Logan Campbell, known as "the father of Auckland".[2] The land was bought by timber merchant James McAndrew in 1896, who built a sawmill on its land.[3] The land then transferred through several owners throughout a decade. This stopped when in 1907, Robert Fewell alongside his brother-in-law, Frank Brinkle, bought the sawmill in 1907 and then its land the next year.[3][2] Fewell then started marketing the Paeroa spring water, and later incorporated the Paeroa Natural Mineral Water Company in March 1910. This company sold cases of bottled mineral water rather than Lemon & Paeroa.[2][3]

The Paeroa Natural Mineral Water Company started bottling the water in 1900. It was about 1907 when lemon was added to the water, creating the drink Lemon & Paeroa.[4]

Analysis of the spring's water in 1904 carried out by Arthur Wohlman revealed magnesium bicarbonate in a concentration of 73 grains to the gallon (1040 mg/L), that the water had a temperature of 80 °F (27 °C),[5] and that the water also had a pleasant taste.[2] Wohlman believed that it had medicinal benefits, such as for constipation.[2] Wohlman believed that due to the colony's widespread consumption of tea, demand for the spring's water would be limited.[6][3]

Nobody knows who originally invented Lemon & Paeroa. It is believed to be just a random local who added lemon juice to the spring's water.[7] Some stories have suggested that lemon first was added to the spring 1904. Lemon & Paeroa bottles bear an estimated year of 1907, which according to company story is when Menzies & Co started bottling the spring's water.[8]

In 1915, the Paeroa Natural Mineral Water Company and the property the spring sits on was sold to Grey & Menzies Limited, who later opened a new factory in Paeroa in 1926.[2] Rather than producing Lemon & Paeroa, this factory sold carbonated table water. Water from the Paeroa factory was transported in barrels by trucks and tankers to the Auckland factory, where Lemon & Paeroa was made instead.[2][5] It took until 1934 for the Lemon & Paeroa label design to be trademarked, although the name itself was not trademarked at the time. This was because place names (Paeroa) and generic fruit are often not trademarkable.[9] It was 1934 when L&P started to be manufactured in the Paeroa factory.[5] In 1960 the company was bought by New Zealand Breweries Ltd, which was later acquired by Schweppes.[2] In 1963 Menzies & Co merged with Hamilton-based bottlers CL Innes, and L&P took on the Innes Tartan as a motif on the neck of the L&P bottle.[5] In the 1960s the well of the spring was lined with concrete that went 13 metres (43 ft) deep, and in 1970 a pipeline was laid from the well to the factory.[2] Due to the carbon dioxide from the well causing breathing issues for workers, there was difficulty upgrading it. The crane first chosen for these upgrades could not lift as much weight as required, meaning that a new crane had to be used.[10] In 1969 Lemon & Paeroa won the British Bottlers' Institute Diploma of Excellence Award, the only non-British company to do so.[2][11] Innes Tartan and Schweppes was acquired by Oasis Industries in the late 1970s,[2][5] who were later bought by Coca Cola in 1989.[12]

In the 1970s the Paeroa factory was upgraded, increasing the floor space to 1,115 square metres (12,000 sq ft).[2] Around this time, a new spring water pipe was placed between the Paeroa factory and the Railway Reserve, which pumped filtered Paeroa spring water, allowing the public to drink the spring's water for free by using a hand pump in a kiosk. It had been smashed multiple times by vandals, causing the system's closure eighteen months later.[2][10] By the 1970s, water used in Lemon & Paeroa was made artificially rather than coming from the spring. To make sure that the artificial water tastes the same as the original, checks were made between the artificial and spring water.[2] In July 1980 the factory in Paeroa closed and moved production to Auckland, which is now operated by Coca-Cola.[13][2]

In 1995 a complaint was made under the Fair Trading Act to the Commerce Commission, stating that as the water used in the drink now comes from Auckland rather than the Paeroa spring, it should rename to Lemon & Panmure (Panmure is the current location of the water supply), or move production back to Paeroa. The Commerce Commission said that no action was necessary.[14]

Branding and packaging

Bottle design from 2005

In 1982–1983, two-litre bottles were released for L&P, up from the previous maximum of 1.25 litres.[15]

The brand was redesigned in 2005, changing the label to a "retro" style. After an advertising marking the rebrand, the new branding was rolled out three months later in stores so that people would recognise the new bottle designs.[16] In 2012 the branding was redesigned by Dow Design with the intention of making it look more up to date and in line with the younger generation.[17] This included changing the cream coloured lid to a yellow one.[18] The branding was changed again in 2016 Lemon & Paeroa's Facebook page. It included a logo change and new bottle shapes, allowing for better differentiation of the various L&P flavours.[19]

In 2022 Coca-Cola announced that they were considering changing the plastic on the bottles from brown to clear, which would make recycling of the bottle easier. A similar change had already been made with Sprite bottles. Critics including Hauraki District Mayor Toby Adams have mentioned that because the brown bottle is iconic, people may have a hard time supporting the change. Adams said that if the reason of change (recycling) was given to consumers, they would be more likely to be accepting of it. When asked if he thought the colour change would affect tourist numbers to the 7-metre (23 ft) L&P statue in Paeroa, Adams said he believed tourists are attracted to it because it is a large and famous bottle, not because of its colour.[20]

Summer cans

The summer cans released in October 2018 had a spelling mistake. It spelt 'Cook Straight' rather than the correct spelling, 'Cook Strait'. After the first production run the typo was discovered and corrected. Lemon & Paeroa decided to release these cans instead of throwing them away. Head of marketing at University of Auckland, Bodo Lang and brand strategiest of University of Waikato, Korey Rubenstein have been expressed possibility of it being a deliberate marketing move rather than a mistake.[21]

The 2023 edition, the eighth year, of the summer cans was its first year to include both English and Māori words.[22]

Flavours and variations

A sugar free version of L&P was introduced in 2005, dry ginger beer in 2009,[18] and sour in 2013.[18] In October 2016 Lemon & Paeroa launched a limited edition Chilli & Lime flavour with stereotypical Mexican branding.[19] It was described by the company as "Like getting kicked by a baby donkey". To introduce this flavour an unscripted 'L&P Live' show was created, which was set in a dairy and hosted by comedians Tim Batt and Guy Montgomery.[18]

There have been multiple L&P fusion foods, such as a Whittaker's chocolate in 2013,[23] Griffin's L&P biscuit around 2017,[24] L&P Fruju in the summer of 2017,[25] and a pineapple lump flavoured L&P drink for three months in 2020.[26][27]

In 2019 Lemon & Paeora created a limited edition set of bottles which were 70 cm (28 in) tall. Ten of these bottles were made, and one sold on Trade Me for over $1,000.[28]

Attractions

Big Lemon & Paeroa bottle

The Giant L&P bottle in Paeroa

There is a 6.8-metre (22 ft) tall L&P bottle in Paeroa. It is one of New Zealand's most famous icons, and one of the most photographed locations in the country.[2] It began in 1967 as a replica rocket for a Christmas promotion of Paeroa, which was later dismantled. Materials of the rocket were used to create the Lemon & Paeroa bottle. After some time the L&P statue was dismantled as it became a traffic hazard.[29] It was rebuilt in 1969, this time permanently, near State Highway 2. It became a traffic hazard again due to photographers, so it was moved to the Ohinemuri Reserve.[30][31] The move took 40 minutes and was watched by about 100 residents.[31] Since then, a park has been built around the statue.[32]

In 2013 after Lemon & Paeroa partnered with Whittaker's to make an L&P chocolate, a Whittaker's delivery van was placed next to the statue to make it appear as if the van had crashed into it.[33] Chief executive of the council, Langley Cavers, ordered that Whittaker's pay for damage of the crash. It was reported that the mayor and council knew about the campaign and were told by Whittaker's to "play dumb".[34]

Lemon & Paeroa Café

Lemon & Paeroa's brand team operates a café,[35] which was opened on 16 December 2000.[2] It sells food flavoured with L&P,[2] which includes L&P flavoured ice-cream, eggs benedict with L&P hollandaise sauce, L&P pork ribs, and L&P chicken salad.[36] Outside the café is a 5.8-metre (19 ft) tall L&P bottle outside, which is not to be confused with the 6.8-metre (22 ft) tall bottle in the Ohinemuri Reserve.[37] Having two L&P bottle statues in Paeroa has caused controversy.[37] The café also has a souvenir shop.[2] In 2015 the cafe was refurbished.[38] It was listed for sale in 2018,[39] and 2020.[38]

Marketing

A television advertisement for Lemon & Paeroa in the 1970s featured the Swingers song "Counting the Beat" and included the Lemon & Paeroa statue in Paeroa.[32] The song won the writer, Mike Harvey, The Clio award in 1978 for the best musical soundtrack in a commercial.[40] In late 1987, a promotional music video for Lemon & Paeroa was made by music artists under the name '80 in the Shade'. It is based on a 1960s Motown song, and the video is based in an L&P factory. In 1988 it won the country's best commercial in the Listener Film and Television Awards.[41] Starting in the early 2000s, there was an advertising campaign encouraging people to not get caught drinking anything other than L&P. In the two years that this campaign ran, sales grew by 30%, which was higher than the soft drink industry overall.[16]

At the time of the 2005 rebranding there was a $1.25 million advertising campaign that started on 27 February which changed the slogan from "World famous in New Zealand" to "World famous in New Zealand since ages ago".[16] The campaign mocked cringeworthy parts of recent past,[42] featuring 1970s and 1980s imagery such as stubbies, speedos, and a phrase "bring back the mullet". The senior brand manager, Megan Denize, said that it was designed to remind New Zealanders of the 1970s and that the country is a good place to grow up in. It was designed to target the 16 to 29 age group. The campaign started three months before new bottles were introduced in stores so that people recognise the new branding.[16]

In 2014 Lemon & Paeroa created a "3D pop-out billboard" in Auckland, Wellington, and Christchurch. The billboards had free gifts which could detached, such as sandals, jandals, and towels.[43] A Snapchat campaign took place in 2015, titled the "Trickshot Challenge". People would buy a limited edition canned labelled with "Shot Bro Trickshot Challenge", which had one of four unique instructions on performing using the can to perform a trickshot. Contestants would then tag Lemon & Paeroa on Snapchat.[44]

Lemon & Paeroa launched a non-TV "Backyard Cricket" campaign. It featured friends and family playing cricket using unconventional gear, such as beer crates as wickets and tennis balls for bowling. The campaign creative said that the goal of the advertisements was to align Lemon & Paeroa with New Zealand pastimes, who said that "Backyard cricket is something every Kiwi can relate to".[45] Similar use of local icons was used again in a 2017 campaign, this time by a new creative agency. This was named "On the lamb", where sheep drink Lemon & Paeroa, escape the paddock, and then participate in iconic small town New Zealand pastimes such as playing arcade games, visiting the town's Four Square, having a swim at the beach, and then returned back to a Māori farmer. Sheep reflected New Zealand life as they are often joked about due New Zealand's high sheep population.[45]

Lemon & Paeroa launched an advertisement in 2019 that featured zombies in a post-apocalyptic city. The Advertising Standards Authority had received 40 complaints about the advertisement by November 2019. Complainants described it as "freighting" and "disgusting", and some complained that the advertisement had inappropriate timing, runnning before 7pm. The Authority did not uphold the complaints, but the advertisement was later rescheduled to play after 7pm.[46]

In 2021 Lemon & Paeroa launched a campaign named "Space Manu". It started with a man in space, dressed in a space suit, who jumps from a platform to free fall to the ground, stripping down to his shorts, and eventually landing in a pool where he does a cannonball dive or manu.[47]

In 2023 Lemon & Paeroa started Manu Applied Sciences Aotearoa (MASA) which had a logo with similar appearance to the one of NASA. A manu L&P swimsuit was created, featuring an advertisement in outer space. The creative director of the campaign said that it was inspired by comments on their 2021 space advertisement. The swimsuit was made to be practical for doing the manu.[48]

"World Famous in New Zealand"

The "World Famous in New Zealand" slogan started in 1993,[18][45] and was made by Saatchi & Saatchi.[45] The lead creative of the campaign said that the campaign was "very refreshing at a time when lots of brands were striving to mimic overseas trends. It was one of the first campaigns to truly embrace Kiwi quirks instead of shying away from them". The advertising campaign where the phrase came from would playfully mock aspects of Paeroa, such as by saying "it ain't famous for its [surf, Hollywood mansions, harbour bridge]". The advertisement would then cut to a group of people in a car in front of the Lemon & Paeroa bottle statue, and describe Paeroa as "But, it is famous!". The advertisement ran for over a decade, and to be perceived as a classic.[45] Now the phrase has entered everyday speech, which refers to objects that are loved by locals. It has also been used as the title for a music compilation, and a book about popular New Zealand's companies.[45]

The slogan was trademarked in 2004.[49] In 2005, it was temporarily changed to "World famous in New Zealand since ages ago".[16]

Beginning in 2007, Tony Coombe tried to repeal Coca-Cola Amatil's attempt to trademark the phrase in 2004.[49][50] Coombe himself owned a non-trading company named World Famous in New Zealand. He said that the main reason for his battle, is that the phrase is a popular 'kiwi-ism', a popular part of New Zealand language, that belongs to New Zealanders.[49][50] A legal argument used was that there had been several non-L&P products with the name, and that people who use the phrase often do not reference L&P.[50] This was ultimately dismissed by the High Court.[42] In a hearing in December 2009, Brian Jones, assistant commissioner of trademarks, said that L&P had used the phrase since 1993, and later decided in favour of Coca Cola.[50] In May 2010, he had spent a total of $30,000 on legal fees.[50]

See also

References

  1. ↑ "Kiwiana (New Zealand) | AnyQuestions". anyquestions.govt.nz. Retrieved 11 September 2023.
  2. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 "Ohinemuri – The L and P Story". www.ohinemuri.org.nz. Retrieved 11 September 2023.
  3. 1 2 3 4 "History of Lemon and Paeroa". Positive Paeroa. 2011. Archived from the original on 19 October 2016. Retrieved 19 October 2016.
  4. ↑ "Cold drinks". Te Ara: The Encyclopedia of New Zealand. Retrieved 14 November 2023.
  5. 1 2 3 4 5 McCloy, Nicola (2008). Made in New Zealand: Stories of iconic Kiwi brands. Auckland: Random House. pp. 36–37. ISBN 978-1-86979-018-9.
  6. ↑ "Water, soft drinks and milk drinks". Te Ara: The Encyclopedia of New Zealand. Retrieved 14 November 2023.
  7. ↑ "NZ icon towns: Paeroa". NZ Herald. 11 September 2023. Archived from the original on 11 September 2023. Retrieved 10 September 2023.
  8. ↑ "Home". Lemon and Paeroa. Retrieved 15 September 2023.
  9. ↑ "Lemon and Paeroa bottle". Te Ara: The Encyclopedia of New Zealand. Retrieved 14 November 2023.
  10. 1 2 "Ohinemuri - History of "Lemon and Paeroa"". www.ohinemuri.org.nz. 14 October 1970. Retrieved 30 September 2023.
  11. ↑ "General news". paperspast.natlib.govt.nz. 19 August 1969. Retrieved 12 November 2023.
  12. ↑ "Lion buys up despite uncertainty". paperspast.natlib.govt.nz. 26 October 1989. Retrieved 12 November 2023.
  13. ↑ Wade, Pamela (12 March 2022). "World Famous in New Zealand: Paeroa's giant L&P bottle is an irresistible selfie-magnet". Stuff. Archived from the original on 9 September 2023. Retrieved 8 September 2023.
  14. ↑ No action taken on L&P complaint Dominion Post, The, 13 January 1995
  15. ↑ "Two-litre bottles". paperspast.natlib.govt.nz. 22 September 1983. Retrieved 30 September 2023.
  16. 1 2 3 4 5 "Backwards lurch to leap forward". NZ Herald. 16 February 2005. Retrieved 11 September 2023.
  17. ↑ "Lemon & Paeroa Before & After". www.thedieline.com. Archived from the original on 29 October 2022. Retrieved 11 September 2023.
  18. 1 2 3 4 5 "The marketing minds behind L&P's decision to spice up its brand". Archived from the original on 13 August 2022. Retrieved 11 September 2023.
  19. 1 2 Winter, Chloe (3 October 2016). "L&P release new flavour Chilli & Lime, company rebrands". Stuff. Archived from the original on 8 November 2020. Retrieved 10 September 2023.
  20. ↑ "Why the classic L&P bottle is on the way out". ZB. Archived from the original on 22 November 2022. Retrieved 10 September 2023.
  21. ↑ Moorby, Caitlin (22 February 2018). "Cook Straight – straight-up error, or clever marketing by L&P?". Stuff. Archived from the original on 12 December 2020. Retrieved 11 September 2023.
  22. ↑ amaasdam (4 October 2023). "Limited Edition Release For Summer". Supermarket News. Retrieved 27 November 2023.
  23. ↑ "Whittaker's and L&P to launch a classic Kiwi combo". www.scoop.co.nz. 15 July 2013. Archived from the original on 23 January 2021. Retrieved 11 September 2023.
  24. ↑ Hoyland, Natasha (29 March 2017). "The Spinoff reviews New Zealand #14: Who keeps asking for L&P fusion foods?". The Spinoff. Retrieved 27 November 2023.
  25. ↑ "L&P Fruju the latest crazy Kiwi food combo". The New Zealand Herald. 17 December 2017. Retrieved 27 November 2023.
  26. ↑ "Sweet as bro! L&P introduces wacky new Kiwiana flavour". NZ Herald. 11 September 2023. Archived from the original on 11 March 2021. Retrieved 10 September 2023.
  27. ↑ Ramsey, Teresa (16 January 2020). "L&P and pineapple lumps: The latest in weird Kiwi food combos". Stuff. Retrieved 27 November 2023.
  28. ↑ Bhatia, Ripu (31 May 2019). "Novelty L&P bottle selling for $1000 on Trade Me after bidding war". Stuff. Archived from the original on 14 August 2019. Retrieved 8 September 2023.
  29. ↑ "Paeroa: L&P bottle, 1968 (2nd of 3)". teara.govt.nz.
  30. ↑ "Paeroa's famous L&P bottle whitewashed in anticipation of a spruce-up". NZ Herald. 8 September 2023. Retrieved 8 September 2023.
  31. 1 2 VOS, Inger (13 November 2002). "...and not a drop was spilt". Waikato Times.
  32. 1 2 "Paeroa: Best little town in the middle of everywhere". NZ Herald. 26 September 2023. Retrieved 26 September 2023.
  33. ↑ "Whittaker's and L&P to launch a classic Kiwi combo". www.scoop.co.nz. 15 July 2013. Archived from the original on 23 January 2021. Retrieved 11 September 2023.
  34. ↑ "Mayor in on PR stunt fizzer". NZ Herald. 11 September 2023. Retrieved 11 September 2023.
  35. ↑ Beverland, Michael (December 2020). "How Brands Craft National Identity". Journal of Consumer Research. 48 (4): 586–609. doi:10.1093/jcr/ucaa062. Retrieved 12 November 2023.
  36. ↑ Sabin, Brook (15 March 2022). "L&P onion rings: The best thing you've never tried". Stuff. Archived from the original on 20 February 2023. Retrieved 10 September 2023.
  37. 1 2 Rothwell, K. (2004). Message in a bottle. Dominion Post, The, C2.
  38. 1 2 "Landmark L & P Café Building Up For Sale As A Tasty Opportunity For Property Investors". www.scoop.co.nz. 31 August 2020. Retrieved 11 September 2023.
  39. ↑ Lewis, Geoff (5 June 2018). "Paeroa's instantly recognisable L&P cafe". Stuff. Retrieved 27 November 2023.
  40. ↑ "Best soundtrack". paperspast.natlib.govt.nz. 16 June 1978. Retrieved 30 September 2023.
  41. ↑ "Heatwave – L&P | Commercial | NZ on Screen". Archived from the original on 25 June 2022. Retrieved 27 May 2022.
  42. 1 2 "Coombe v Coca-Cola Amatil (NZ) Limited | Andrew Brown". andrewbrown.co.nz. Retrieved 18 September 2023.
  43. ↑ "3D pop-out billboard creates new tactile outdoor advertising category". The Drum. Retrieved 1 December 2023.
  44. ↑ "L&P turns to Snapchat to sell some cans by cultivating trickshot enthusiasts". 22 October 2015. Retrieved 28 November 2023.
  45. 1 2 3 4 5 6 Beverland, Michael (December 2020). "How Brands Craft National Identity". Journal of Consumer Research. 48 (4): 586–609. doi:10.1093/jcr/ucaa062. Retrieved 26 September 2023.
  46. ↑ "'Frightening' L&P zombie ad attracts 40 complaints". NZ Herald. 21 November 2019. Retrieved 2 December 2023.
  47. ↑ "L&P launches new platform, by launching man off platform (in space) via DDB Aotearoa". Campaign Brief NZ. 28 January 2021. Archived from the original on 25 February 2021. Retrieved 11 September 2023.
  48. ↑ "L&P and MASA launch world first 'Manu Togs' in new campaign via DDB Group Aotearoa". Campaign Brief NZ. 29 March 2023. Archived from the original on 11 September 2023. Retrieved 10 September 2023.
  49. 1 2 3 MACE, WILLIAM (16 December 2009). "Kiwi's scrap with Coca-Cola world famous in NZ". Stuff. Retrieved 18 September 2023.
  50. 1 2 3 4 5 MACE, By WILLIAM (12 May 2010). "Drinks giant wins world famous fight". Stuff. Retrieved 1 December 2023.
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