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...