ORANGINA «Il faut secouer, sinon la pulpe elle reste en bas - En cas de soif, appelez Orangina » (for the literal transaltion = « Shake it, otherwise the pulp will stay behind - Thirst ? Call Orangina ») « Shake it, wake it »
Jan 20, 2018
ORANGINA«Il faut secouer, sinon la pulpe elle reste en bas - En
cas de soif, appelez Orangina »
(for the literal transaltion = « Shake it, otherwise the pulp will stay behind - Thirst ? Call Orangina »)
« Shake it, wake it »
PLANI
ntroductionD
evelopment
1. History2. Publicity3. Marketing4. Innovation5. Orangina’s birthday
Conclusion
HISTORY1
935 : “Foire de Marseille” (famous french show), presentation of “ORANGINA” by the spanish pharmacist TRIGO (called ‘Orangina, soda de Naranjina’ at that time)
Composition : spared water and orange, with a bottle making a wink to the orange fruit
Leon BETON, “pied noir” (french living in Algeria during the war) launched the product in Algeria.
60’s : Orangina’s development
Strategy : all about inovation : 1977, 1st spared drink in can
1988 : 1st french drink containing edulcorants
00’s : development of ices and fruits drink especialized Orangina
PUBLICITY
Orangina’s aims : publicity basis
1953 : 1st cartel ORANGINA made by Bernard VILLEMONT (french man), clear & simple, whose the appearance is about a granular & circular bottle
Origins : blue ground and orange zest, whose the logo is a spiral issued from that zest
1st spared drink without dye-stuffs & conservatives
MARKETING
3rd seller, main target : young people (teenagers)
Advertisement’s sources : Orangina = queen of the café terrace, main actor = waiter but then old-fashioned for the teenagers, 70’s competitiveness with Coca-Cola and the American market,
Jean-Paul GOUDE = design and modernisation of the ad(waiter turned on a waitress, and his famous catch word : ‘shake me, shake me’), sells rise
90’s = turning point at 180° = references to LAMBADA & exotic dreams ; Alain CHABAT , humourist and idol for the teens (13-20) = personification of the product through the bottle man (agressive and strong impacts on the markets), main idea for RED ORANGINA few time after and joke with the parody of teen movies. Orangina has to remotivate the youngs to buy its products
00’s = Jamel Debbouze = impacts and influences on younth = rise of sells
Personification with animals ads = in UK censorship = rise of sells
INOVATIONS
One of the main purpose of Orangina is the ‘innovation’ = main basis
Nowadays, Orangina that’s one billion of bottle sold all around the world
1977 = 1st spared drink in France to be dressed of a metalic box
1988 = 1st french drink containing sweeteners 2000 = CADBURY-SWEPPES buys ORANGINA, for 700
billions of euros (Coca-Cola tried also to buy it, without success)
WHAT’S NEW IN 2012 ?I
nnovation of SWEPPES-ORANGINA this year, through 4 new products :L
ady Gina & Bad Jack = classic versionB
UT bad point : remembers about 2 other products sold by the past= ‘RASTAMAN’ & ‘L’ARISTO’
‘MISS’O’ : light version = main target women, main idea is : ‘sparkling, funny, natural and sexy with a little touch of madness’
NEW FRESH POWER FOR 2012
ORANGINA BIRTHDAY (1935-2000)
2011 = birthday of ORANGINA = for its 75, sell of the bottle imaginated by Bernard VILLEMOT.
1st bottle = orange zest under the form of a large woman hat
2nd bottle = orange zest under the form of a sun umbrella
ORANGINA & Bernard VILLEMOT:
1st : Homage to the famous publicist who contribuated to the global picture all around the world
2nd : 17 cartels participating to the success of ORANGINA
CONCLUSION
ORANGINA’s company = 800 millions to 1 billion of euros
One of the 3rst most famous and sold product in the world
Worship in Europe and North of America
THANK YOU FOR YOUR ATTENTION