Orangina invests £4m in on-trade marketing

The brand relaunched in May in pubs and bars and the company hopes to tap into consumers’ “desire for premium and unique offerings.”

The ‘Life is Flat Unless You Shake It’ targets what LR Suntory call “Open Social” millennials, who “seek out the small pleasures to make any day a bit different” and will be supported by PoS materials as well as cinema and on-demand video advertising

There will also be a pop-up rooftop venue with the launch of Boulers; an evening of pétanque, a French form of boules. Live from August 27 in Stratford, guests will be given a complimentary Orangina on arrival, before taking part in a game of pétanque. The rooftop will also have music from top London DJs and a rooftop cinema.

Jamie Nascimento, Orangina marketing manager for LR Suntory, said: “Orangina is all about having fun and is a premium treat for those actively seeking out small pleasures that make any day feel a little different. The overall campaign has been designed to reflect this, as well as its iconic bulby-shaped bottle, unmistakable taste, sparkle and real orange pulp that have all been recognisably Orangina since 1936. With a light variant now also available, the brand has evolved to reflect the needs of today’s health conscious consumers with a lower calorie option that maintains the classic, zesty taste of Orangina that consumers know and love. We are excited to get more and more consumers talking about Orangina and this is the first big investment since Lucozade Ribena Suntory acquired the brand.”