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Orangina spends £4m going after the ‘Open Social’ consumer to stand out against Tango and Fanta

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By Seb Joseph, News editor

August 5, 2015 | 2 min read

Orangina is targeting adults with refreshed brand packaging and a £4m ad campaign in a bid to stand out with a premium alternative in the competitive soft drinks market.

The brand has tabbed its new target group the ‘Open Socials; millennials aged 22- 30 who have become more aware of the health factors associated with added-sugar drinks and are willing to pay a premium when they treat themselves.

The £4m campaign comprises of out of home advertising running from 10 August alongside video-on-demand and cinema advertising, on premise and in-store POS, as well as experiential activity. All activity is set to run with the tagline ‘Your nose tells you it tastes sparkly’.

Orangina hopes its new positioning will move its competitor sect away from the likes of Fanta and Tango – to which it has traditionally been compared – toward emerging brands like Fentimans and BottleGreen. It is also banking on the new strategy to turn around ailing sales, which slipped by 27 per cent over the past year.

Jamie Nascimento, Orangina marketing manager, said the brand is currently worth £4.6m in the UK off-trade, and it expects this figure to accelerate rapidly in tandem with the burgeoning premium adult soft drink market. Orangina-owner Lucozade Ribena Suntory has estimated the ‘Special Any Day’ sector to be worth an estimated £79m and growing at 21.8 per cent a year.

“Our new positioning and campaign package will announce we are back, propelling the iconicity of Orangina into a new emotional territory for the brand in the UK,” Nascimento added.

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