orangina advert

Lucozade Ribena Suntory (LRS) is hoping to turn around falling sales of Orangina with £4m campaign ’Life Is Flat Unless You Shake It’.

The push is the latest stage of a brand overhaul that began in May with a refreshed visual design, and follows sales of the brand crashing 27.9% to £3.9m in the year to January – with volumes down 40% in the same period [IRI 52 w/e 31 January 2015]. The decline has followed a number of SKUs being delisted across the big four in the past two years.

In an effort to reinvent the drink as a premium adult-focused product, LRS is launching a campaign including cinema, VOD, outdoor, in-store and experiential activity that is targeted at ‘open socials’ – millennials open to breaking their everyday routine and trying something new.

The cinema and VOD advert will close with the line ‘Orangina. C’est Shook’ while the display ads use the tagline ‘Your nose tells you it tastes sparkly’ – drawing attention to the drink’s zesty aroma. The brand will also host Boulers, a seven-day consumer experience taking place on a rooftop in Stratford, London, where visitors will be able to play pétanque while listening to live DJs and watching a rooftop cinema.

“We have had a great reaction from consumers to the news Orangina is back, and this campaign will ensure we are continuing to spread the word and in addition drive footfall for retailers and the on-premise channel,” said marketing manager Jamie Nascimento. “From cinema advertising, which will certainly add sparkle to the campaign, through to a London pop-up experience, we are really looking to shake things up for the market.”

Orangina was produced in the UK by AG Barr until 2014, when it was bought by Suntory, which acquired the brand globally in 2009.