L&P is world famous in NZ for embodying a relaxed way of life. So when every other brand was trying to inspire young guys to do more shit we told them to do nothing… much. Doing nothing much gave guys an occasion to drink L&P, forever linking the phrase with the drink. It became part of the kiwi vernacular with people parodying the ad on YouTube. L&P’s Facebook page went from 15,000 likes at launch, to over 100,000, making it the most popular soft drinks page in NZ at the time.