CPB brands Littlewoods Lotto

Coley Porter Bell has created the brand identity for Littlewoods Lotto, to position it as being more confident and friendly than the National Lottery.

CPB won a proposals pitch against Landor Associates in May. Littlewoods was running its own scratchcard brand, Littlewood Lotteries, and had acquired UK Charity Lotteries and its Lukcy brand (DW 9 May).

The brands have now been dropped in favour of Littlewoods Lotto which will be rolled out before the end of the month. CPB was responsible for the name, identity and point-of-sale material for the new brand.

CPB has left the Littlewoods name in order to trade on the firm’s heritage and credibility. The brief asked CPB to create a brand to cut through the clutter of lottery brands, and be more appealing than Saatchi & Saatchi Design’s crossed fingers logo for the National Lottery.

There is increasing competition in the lottery market. Smith & Milton is developing a marque for the Pronto! lottery which will be played in pubs, clubs and airport lounges (DW 1 August). This is expected to launch by November.