Orangina: Shaking Up a Classic

Agency: BrandMe

Executive summary

A global icon in decline

Orangina has a unique heritage associated with its iconic glass bottle, 'shake to wake' ritual and French summer holidays. In the UK, the brand image and heritage had been eroded by the prevalent use of generic 2 litre PET bottles which appealed to the value conscious. When LRS acquired the brand, it was declining by 29% year on year in a shrinking category.

The brief

Harness the vibrant personality and visual equities of this timeless classic. Reposition the brand as a more premium proposition, using identity, pack graphics and new 3D formats. Target 'Open Socials', 22+ year olds who are actively seeking out small pleasures to make every day feel a bit more special.

BrandMe worked on the repositioning, graphic and 3D design and format strategy.

The results