Bye-bye brown bottle: L&P fans brace for generational change

L&P has sported its signature brown bottles for 119 years. Meaning, the tint has survived two world wars and the industrial evolution - it’s more vintage than the oldest person alive today (Ethel Caterham turns 117 in August). 

And this year, it’s retiring. 

Coca-Cola Oceania is introducing clear plastic bottles across all its products, with stock cropping up nationwide, from April. Lovers of the drink may already be familiar with the new packaging, which was introduced for Zero Sugar drinks in November.

In a statement, it explained the move is a deliberate step towards better recyclability, with clear PET easier to reuse in New Zealand.

Head of Marketing NZ Tracey Evans said it’s not a change that’s being made lightly:

“It gives every bottle a better chance of being recycled back into another bottle. It’s a meaningful step that helps future-proof a classic.”

To mark the milestone, the iconic statue in Paeroa had a makeover. For a limited time, the seven-metre-tall bottle has been re-skinned to half brown and half clear. 

Hauraki District Mayor Toby Adams told rova it’s still a backbone of the area, always included in the journey planner. It comes in handy when travelling, too. 

“They say, ‘Where are you from?’ and I say ‘Paeroa,’ and they go, ‘where’s that?’ And instead of saying, ’south of Auckland,’ I say, ‘You know the L&P bottle?’. They’re just like, ‘Yep, we know exactly where it is.’”

The Mayor expects the new look statue to be the talk of the town.

“Whenever we have something different it aways starts a conversation – and that’s a great thing! It means more people coming through this beautiful town. I’m in favour of keeping this upgrade – pays tribute to the past and the future.”

He’s also excited to see what the refresh brings.

“I don’t think there’s anybody in this world that doesn’t want to do better environmentally, particularly when it comes to things like plastics.. If they’re currently using something that’s less recyclable and moving to something that is, I think there’d be a lot of buy-in from that.” 

Evans said the only thing not getting a facelift, is the recipe. 

“We’re still the same old L&P Kiwis have known forever.”

You could say the company won’t forget its roots. It may be time to plan the next road trip - just keep the camera charged.