BrandMe were hired to form part of a multidisciplinary team, working on the brand repositioning, format strategy and redesign, to reinvent and update this global icon for the UK market. The new look was to communicate ‘Special Any Day’, targeting ‘Open Socials’ who actively seek out small pleasures to make every day feel a little different.
The new look communicates Orangina’s premium and vibrant personality and leverages the iconic bulby-shaped bottle and unmistakable taste of Orangina with its sparkle and real orange pulp, which has been recognisably Orangina since 1936.
Kendrah Johnson, BrandMe’s Design Director, says:
“The challenge was to reconcile this redefined personality and harness the unique visual equities of this timeless classic. We seldom come across a brand that has remained so visually consistent, so true to its origins, yet so creative over the course of an 80 year history.”
Jamie Nascimento, Orangina Marketing Manager,
Lucozade Ribena Suntory Ltd, says:
“There is an inherent love for Orangina across the globe: it’s a true classic which has been around for years. It is currently worth £4.6m in the UK off-trade, which will accelerate rapidly as we unlock its untapped potential and transform it into an actively desired premium adult soft drink. 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.”
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