The brand is undergoing a complete refresh in the UK including: a new target consumer, brand positioning, visual design and communications supported by a £4m nationwide campaign.
The new 250ml glass bottle features a crown top and new seal and be marketed in venues with PoS to reinforce its shake and serve ritual. The brand will also be the focus of staff incentives and consumer promotions.
In addition to the activity, LR Suntory has partnered with mixologists 'Sweet and Chilli' to deliver the perfect serve and explore Orangina’s versatility in cocktails, with serves including an Orangina Mojito and a fortified wine, ginger and Orangina long mixed drink.
LR Suntory acquired the Orangina brand from GlaxoSmithKline Plc back in 2013 and this re-launch marks the company's first move into the UK on-trade.
Jamie Nascimento, Orangina marketing manager, LR Suntory, said: “The iconic glass bottle is exclusive to on-premise, and together with the in-outlet shake and serve activation and marketing support; we expect the brand to accelerate rapidly. The re-launch of Orangina marks the first move into the on-premise channel for our business and we are committed to delivering the best possible results for our customers."