AG Barr is going down the campaign trail next year in a bid to double sales of Orangina to more than £10m over the next five years.
The company is doubling its advertising spend for 2008 with up to £2m set aside for marketing, including TV and outdoor activity. The campaign will follow on from its Mediterranean-themed ad campaign, which appeared across cinema and digital media this year.
AG Barr was also looking at new packaging formats for 2008, to join its existing cans, plastic and iconic bulby glass bottles, in order to differentiate the brand as a more premium and indulgent offering, said senior brand manager Eric Folliot.
While the 2008 campaign will target the drink's core audience of young urbanites, Folliot said the company would also focus on making the brand bigger in the multiple and convenience retailers to expand its appeal to a wider audience.
Orangina's sales have risen 14% in the past year to £5.7m due to increased distribution through Asda and other retailers, added Folliot. However, he said impulse sales through the likes of WH Smith remained the key driver.
Orangina, produced by AG Barr, is sold under licence from Cadbury Schweppes, which manufacturers and distributes the drink outside the UK market.