L&P waterbombs were irreverent in nature, could guarantee participation, and delivered in the right environment, created an experience that youth would find very hard to forget. This allowed the media to also be the message; physical interaction completed the idea and brought it to life.The sheer uncomplicated simplicity of this idea was what allowed it to resonate so successfully with a fickle market.

Sales for the month increased by 23% year on year. Brand equity scores amongst 12-19 age group soared across key measures by 20% to 40%