New push for Orangina in on-trade as part of UK relaunch


orangina

Iconic soft drink brand Orangina is being relaunched in the UK with a major new push into the on-trade that includes its classic bulb-shaped bottle.

Backed by a £4million advertising and marketing spend, it will be available in PET bottles in the off-trade but in the more traditional 250ml glass bottles in the on-trade.

The glass bottle, which matches the design available in the brand’s native France, features a crown top and a new seal to emphasise its premium credentials. It will have new branded glassware with a design inspired by fresh fruit.

Marketing will continue to highlight the “shake and serve” ritual, activated in the on-trade through point-of-serve materials including bar runners, coasters, napkins and posters. It will also be the focus of staff incentives and consumer promotions.

Orangina has partnered with leading drinks consultancy Sweet & Chilli for work on the original perfect serve, over ice with a slice of orange, and exploring its versatility as a cocktail ingredient.

The relaunch follows the acquisition of Orangina by Japanese group Suntory and the takeover of the brand’s licence for the UK by Lucozade Ribena Suntory in July last year.

It will be promoted as a premium trade-up for adults, drawing on Britons’ memories of the brand that dates back to 1936 and is made from orange, mandarin, lemon and grapefruit.

Jamie Nascimento, marketing manager at LR Suntory, said: “There is an inherent love for Orangina across the globe: it’s a true classic which has been around for years. Whenever you talk about Orangina, it has incredible positive memories for consumers.

“The relaunch of Orangina marks the first move into the on-premise channel for our business and we are committed to delivering the best possible results for our customers. To help us do this, we have created a new, dedicated business development team who are building distribution and relationships.

“The iconic glass bottle is exclusive to on-premise, and together with the in-outlet Shake & Serve activation and marketing support, we expect the brand to accelerate rapidly in the on-premise channel.

“Our aim is to unlock its untapped potential and transform it into an actively desired premium adult soft drink.”

The nationwide £4million campaign will roll out in the coming months to support the relaunch and will include cinema advertising, experiential activities, out-of-home advertising and in-outlet activation.

They have dubbed the target audience for the brand as “Open Socials”: people aged 22 years and over who “know quality and are actively seeking out small pleasures to make any day feel a little different”.

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