“A drop of the Côte d’Azur” has come to the roof of a car park in east London with a pop-up bar serving up Orangina cocktails alongside pétanque.
Lucozade Ribena Suntory has created the Boulers rooftop bar as part of its £4m marketing campaign, “Life is Flat Unless You Shake It”, to relaunch the iconic French soft drink.
Running from today (August 27) until Wednesday September 2, the bar has taken over Roof East on the top of the Stratford Centre. Guests can enjoy Orangina – by itself or in cocktails – as well as listen to DJs, see a film at the rooftop cinema, and throw some boules in a game of pétanque in one of the specially built lanes.
Street food is available from chef Richard Sandiford’s Flamin’ Liberty. Tickets can be bought in advance at http://boulers.co.uk/.
The cocktails include the Samdrina, made with Cointreau liqueur, rose liqueur, cloudy apple juice, sugar, lime juice, Angostura Bitters and Orangina, and the C’est Shoot, mixing Orangina with St-Germain elderflower liqueur, muddled cucumber, fresh lime and sugar.
The Pulp Gazer is a simple mix of Orangina with bitter French aperitif Suze plus an orange twist and fresh thyme, while the Regrette Rien combines Orangina with gin plus basil. Cocktails have been created with consultancy Sweet & Chilli.
Orangina was relaunched in the UK in May, featuring the return of the bulb-shaped 250ml bottle in the on-trade. Marketing activity includes cinema advertising and on-premise promotional support.
Jamie Nascimento, marketing manager for Orangina, said: “We have had a great reaction from consumers to the news that Orangina is back and this campaign will ensure we are continuing to spread the word and in addition drive footfall for retailers and the on-premise channel.
“From cinema advertising, which will certainly add sparkle to the campaign, through to a London pop-up experience, we are really looking to shake things up for the market.
“Orangina is all about having fun and is a premium treat for those actively seeking out small pleasures that make any day feel a little different.
“The overall campaign has been designed to reflect this, as well as its iconic bulby-shaped bottle, unmistakable taste, sparkle and real orange pulp that have all been recognisably Orangina since 1936.”