Lucozade Ribena Suntory is hoping to revive its struggling Orangina brand by repositioning it as a premium adult soft drink in a revamp backed by a £4m push.
Rolling out at the end of May, the updated brand comes in a new ‘more convenient’ bottle shape to appeal to on-the-go consumers, while the labels have been made bigger with an emphasis on the drink’s sparkling credentials. In addition, the bottle size has been reduced from 500ml to 420ml, with the £1.20 rsp unchanged.
The changes had been introduced to “modernise Orangina and bring it into a more premium and adult world”, said marketing manager Jamie Nascimento.
“Having always sat alongside the likes of Tango and Fanta in the main flavoured carbonates category, the aim of the relaunch is to reposition Orangina as a ‘special any day’ drink for consumers aged 22 plus, who are actively seeking out small pleasures to make every day feel a little different,” said Nascimento.
The brand will be hoping to reverse slipping sales, down 27.9% to £3.9m on volume down 40.7% [IRI 52 w/e 31 January 2015].
The £4m campaign will coincide with the roll out of the overhauled brand and will include TV, experiential and in-store activity.
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