Orangina
Orangina, a heritage brand and at the top of France’s favourite brands, has always stood out thanks to its offbeat, humoristic advertising campaigns, capable of marking several generations. The challenge: how to make this love affair last, while giving Orangina greater modernity? How to write the continuation of such a success story?
By carrying out a brand diagnosis aimed at redefining the Orangina target, to make its positioning evolve and to (re)define its humorous register.
By defining, with the teams of Orangina and BETC, the effective directions for the brand’s new saga by evaluating various scripts. And by identifying the winning route in terms of Orangina’s strategic issues.
A new brand platform, a genuine guiding light for Orangina’s future developments
A new Orangina advertising campaign, the first marker of its new saga
‘‘It is hard to make a brand as historic and iconic as Orangina evolve, without corrupting all the ingredients that have made it a genuine Love Brand for the French. This is the challenge that we took up, with Brain Value by our side, all through an adventure which was a marvellous experience. Thanks to the Brian Value team for having nourished us with rich, inspiring insights, but also for having been able to challenge us and to provide a real viewpoint about the brand and its humour. A collaborative project during which we worked hand in hand with an enthusiastic Brain Value team to complete this task successfully and define the new Orangina saga.’’
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