Orangina is relaunching itself in the UK market as a premium adult soft drink. The brand’s complete update includes: a new target consumer, positioning, visual design, range and communications.
Jamie Nascimento, Orangina Marketing Manager, Lucozade Ribena Suntory Ltd, said: “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.”
The brand will attempt to leverage its bulb-shaped bottle, as well as the drink’s sparkle and real orange pulp, which Orangina says are all defining attributes for premium soft drinks.
The new 420ml PET bottles will roll out from the end of May with an rrp of £1.20. A lower calorie Light variant is also available.
A nationwide £4m campaign will be unveiled in the coming months to support the relaunch and will include TV advertising, experiential, out of home and in-store activity.
