ORANGINA
«Il faut secouer, sinon la pulpe elle reste en bas - En cas de soif, appelez
Orangina »
(for the literal transaltion = « Shake it, otherwise the pulp will stay behind
- Thirst ? Call Orangina »)
« Shake it, wake it »
PLAN
 Introduction
 Development
1.
2.
3.
4.
5.
History
Publicity
Marketing
Innovation
Orangina’s birthday
 Conclusion
HISTORY
 1935 : “Foire de Marseille” (famous french show), presentation of
“ORANGINA” by the spanish pharmacist TRIGO (called
‘Orangina, soda de Naranjina’ at that time)
 Composition : spared water and orange, with a bottle making a
wink to the orange fruit
 Leon BETON, “pied noir” (french living in Algeria during the
war) launched the product in Algeria.
 60’s : Orangina’s development
 Strategy : all about inovation : 1977, 1st spared drink in can
 1988 : 1st french drink containing edulcorants
 00’s : development of ices and fruits drink especialized Orangina
PUBLICITY
 Orangina’s aims : publicity basis
 1953 : 1st cartel ORANGINA made by Bernard VILLEMONT
(french man), clear & simple, whose the appearance is about a
granular & circular bottle
 Origins : blue ground and orange zest, whose the logo is a spiral
issued from that zest
 1st spared drink without dye-stuffs & conservatives
MARKETING
 3rd seller, main target : young people (teenagers)
 Advertisement’s sources : Orangina = queen of the café terrace,
main actor = waiter but then old-fashioned for the teenagers, 70’s
competitiveness with Coca-Cola and the American market,
 Jean-Paul GOUDE = design and modernisation of the
ad(waiter turned on a waitress, and his famous catch word : ‘shake
me, shake me’), sells rise
 90’s = turning point at 180° = references to LAMBADA & exotic
dreams ; Alain CHABAT , humourist and idol for the teens (13-20) =
personification of the product through the bottle man (agressive and
strong impacts on the markets), main idea for RED ORANGINA
few time after and joke with the parody of teen movies. Orangina has
to remotivate the youngs to buy its products
 00’s = Jamel Debbouze = impacts and influences on younth = rise
of sells
 Personification with animals ads = in UK censorship = rise of
sells
INOVATIONS
 One of the main purpose of Orangina is the ‘innovation’ = main
basis
 Nowadays, Orangina that’s one billion of bottle sold all around the
world
 1977 = 1st spared drink in France to be dressed of a metalic box
 1988 = 1st french drink containing sweeteners
 2000 = CADBURY-SWEPPES buys ORANGINA, for 700
billions of euros (Coca-Cola tried also to buy it, without success)
WHAT’S NEW IN 2012 ?
 Innovation of SWEPPES-ORANGINA this year, through 4 new
products :
 Lady Gina & Bad Jack = classic version
 BUT bad point : remembers about 2 other products sold by the
past= ‘RASTAMAN’ & ‘L’ARISTO’
 ‘MISS’O’ : light version = main target women, main idea is :
‘sparkling, funny, natural and sexy with a little touch of madness’
N E W F R E S H P OW E R F O R 2 0 1 2
ORANGINA BIRTHDAY
(1935-2000)
 2011 = birthday of ORANGINA = for its 75, sell of the bottle
imaginated by Bernard VILLEMOT.
 1st bottle = orange zest under the form of a large woman hat
 2nd bottle = orange zest under the form of a sun umbrella
ORANGINA & Bernard VILLEMOT:
1st : Homage to the famous publicist who
contribuated to the global picture all
around the world
2nd : 17 cartels participating to the success
of ORANGINA
CONCLUSION
 ORANGINA’s company = 800 millions to 1 billion of euros
 One of the 3rst most famous and sold product in the world
 Worship in Europe and North of America
THANK YOU FOR YOUR
ATTENTION