Orangina shakes up the on-trade with new promotion

Consumers will have a chance to win “shaken-up experiences” in a new on-trade promotional campaign being launched for Orangina.

The Shake la Vie activity aims to drive sales of the soft drink in its bulb-shaped 250ml bottle, either enjoyed over ice or in mixed drinks – after a gentle shake of the bottle.

The instant-win prizes will include weekends away with a difference, hot air balloon rides, and zip-wire experiences as well as Orangina merchandise such as parasols, cocktail kits and ice bucket kits and cases of Orangina. Winners will be encouraged to share news of their prize on social media, mentioning the bar.

Bar staff will be incentivised to get involved by sending pictures of their perfectly served Orangina drinks and customers enjoying them. Prizes, which include a trip to Valencia, home of Orangina’s oranges, will also be given based on sales performance targets.

The campaign, which will run for 12 weeks from August, will be supported by a high-profile brand awareness campaign featuring TV, social media and outdoor advertising.

It will be launched on July 27 with an event at Novus Leisure’s bar Jewel at Piccadilly Circus in London where guests will include participating bar managers.

The venue will be transformed into three spaces, with guests finding out which one they will enter by rolling dice. It will include a live acoustic performance, an orange grove and a “Mediterranean playground”. Prizes will also be available on the night.

Participating bars will receive an activation kit including briefing notes, glassware, branded promotional materials, menu inserts and an invitation to the launch event.

Roxana Parvizi, senior brand manager for Orangina, said: “We are really excited about the Orangina ‘Shake la Vie’ promotion and hope that it will inspire drinkers to shake up their evening out, try something new and seek out new experiences.

“For bars, it will unlock additional sales, increase footfall and extend dwell time, all supercharged by a rewards programme for staff that will shake up their performance too.”

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