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BDH\\\\TBWA in Orangina push

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By The Drum Team, Editorial

June 17, 2005 | 1 min read

AG Barr - the owner of Irn Bru - is to relaunch Orangina this summer in a TV campaign through BDHTBWA, the first work from the agency since it took over the account from The Leith Agency earlier this year.

AG Barr recently re-signed a new deal with Cadbury Schweppes to sell and market Orangina in the UK

“What we’re going to try and do is build back brand equity. This is an adult impulse drink,” Jonathan Kemp, AG Barr’s commercial director told The Drum in an exclusive interview. “What we need to do in the UK is establish it as a premium carbonated drink for adults. When I say an adult drink, I’m not talking about 45 year olds, I’m talking about 25 to 35 year olds.”

The relaunch could involve a package redesign. “We’re looking at the packs and what we’re going to do with them,” said Kemp.

It is thought the advertising will be less ‘French’ and more Mediterranean. “It [Orangina] has tried to compete with Tango and Fanta but it’s a totally different product,” said Kemp.

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