The revitalisation of Orangina: how Lucozade Ribena Suntory plans to spend £3m to make consumers love the brand again
Beverage giant Lucozade Ribena Suntory (LRS) wants consumers to stop thinking of Orangina as the drink they probably ordered on holiday in France with their parents, and start drinking it in bars.
LRS has portioned off £3m to the citrus sparkling brand as part of its new 'Shake La Vie' campaign, which kicked off with a VIP, interactive party in London last night. The experience, which has been opened to those of not appearing in Made in Chelsea or TOWIE for two more days, encourages guests to ‘shake it up’ throughout three rooms, and sample Orangina in a cocktail form not dissimilar to the ever-present Aperol Spritz.
“Previously it hasn't been pushed so much as a mixer but we want to show the versatility of the liquid,” Roxana Parvizi, senior brand manager for Orangina, told The Drum.
“You can have Orangina as a perfect serve with a wedge of orange, with a twist of Grenadine, or as a Gingina [Orangina with gin] with a sprig of thyme.”
By ‘previously’, Parvizi is referring to pre-2015, when the brand's marketing was taken in-house by the Suntory subsidiary LRS. It was formally relaunched last year with a campaign paying homage to Orangina’s French roots, as well as the famous bulb glass bottle.
The company worked with designers to reimagine, or as Parvizi puts it, “translate”, the design onto a PET plastic bottle and a 330ml can. “We’re always bringing through the iconicity that people are so familiar with,” she said. “I think people are really pleased that Orangina is back.”
Naming no names, Parvizi believes that previous companies have not been so keen to put the septuagenarian drink in the marketing spotlight; this could explain the UK population’s almost nostalgic consideration of Orangina. So why is it worth such heavy investment from LSR?
“We saw that we had a gem in our hands...it comes down to latent love for the brand - there's so much positivity. Seventy per cent of people are aware of the brand - that's phenomenal. We just need to remind people that it's available.”
Aside from the experiential below-the-line activity, LRS is saying “Orangina is back” with a nationwide bar promotion designed to help bars boost sales. Customers that sample Orangina will be in with a chance of claiming instant win prizes such as cocktail making kits and parasols; those that win will be encouraged to share their news on social media.
This initiative will be backed by a TV spot in conjunction with E4, and an out-of-home campaign.
“We know our target audience…and we know what they look for when socialising with their friends is just new and different experiences,” said Parvizi. “They don’t just want to go down the local pub and have a standard drink – they’re looking for new and exciting things to do with their friends.”
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