Orangina lifts lid on £4m campaign

Orangina bottles

Lucozade Ribena Suntory is reinvigorating its Orangina brand with a £4m marketing campaign, entitled ‘Life is Flat Unless You Shake It’.

The brand relaunched in May with a new target consumer, positioning, visual design, range and communications. This new marketing campaign aims to “disrupt consumers in their everyday lives, unlocking Orangina’s iconicity in the UK and tapping into consumers’ desire for premium and unique offerings”.

The ‘Life is Flat Unless You Shake It’ campaign aims to break the everyday routine and encourage millennials to try something a little bit different by elevating the famous ritual shake of Orangina’s bulby bottle. It features out of home proximity advertising, video-on-demand, in-store POS and experiential activity, all aimed at ‘Open Socials’.

Jamie Nascimento, Orangina Marketing Manager, Lucozade Ribena Suntory Ltd, commented: “We have had a great reaction from consumers to the news that Orangina is back and this campaign will ensure we are continuing to spread the word and in addition drive footfall for retailers.”