Orangina: burlesque animals shake up advertising

In the same vein as the Oasis brand, we find a brand of the same group Orangina. This brand also had to revitalize its marketing and brand content in order to meet consumer demand.

While Oasis decided to seduce consumers again through the fruit that will be the mascots of the brand, Orangina arrives with animals with a pin-up and playboy style. A brand identity will then develop around its animals with dynamic and sensual commercials.

It is noticed by being a non-consensual brand, preferring that people talk about the brand in a negative way rather than not talking about it at all. Orangina continues this way by proposing offbeat, ironic, humorous, and crazy advertisements sometimes causing controversy, but it is a choice of the management. The brand is even in first place with 38% and ahead of Coca-Cola in a survey concerning the image that consumers of sodas have of the brand.

Does this new form of marketing strategy with strong brand content and assimilated to evolving characters represent the future of marketing? We can wonder if Coca-Cola has to be careful with these companies that are betting a lot on their new marketing logics! Coca-Cola should perhaps go back to basics with Santa Claus.

As for Oasis and its "fruivolution" Orangina launches a distinctive movement in its campaigns: the fact of always shaking its bottles or cans, the taste would then be clearly different and the pulp smoother. New strategy of brand development involved the consumer in the way of consuming their product, it creates a sense of belonging and a community spirit. From this idea will be born the slogan "shake" of the brand, this one will be imposed as the signature of the brand and will be present in the majority of the posters and advertising spots.

How to talk about Orangina and brand identity without even mentioning the mythical bottle. This bottle has remained almost unchanged since the conception of the drink. And for good reason everyone is able to describe an Orangina bottle between atypical shape and sensoriality. This bottle in the shape of orange and with the granular aspect reminding the skin of this one is even compared since a few years to the new "fashionable" physics in France since a few years, that will give birth to a comparison "to have a physics in the shape of bottle of Orangina".

Sources : https://www.cosmopolitan.fr/l-histoire-de-la-marque-orangina,2037719.asp