Orangina aims to reinvent itself in the UK market by creating and owning a brand new sector in the soft drinks category, ‘Special Any Day’.
Worth an estimated £79m and growing at 21.8%, ‘Special Any Day’ fulfils consumers’ desire for premium and unique offerings.
The brand is also undergoing a complete update including a new target consumer, positioning, visual design, range and communications. The new 420ml PET bottles are available in original and light from the end of May with an rrp of £1.20.
A nationwide £4m campaign is also rolling out in the coming months to support the re-launch and includes TV advertising, experiential, out of home advertising and in-store activation.
Jamie Nasciemento, Orangina marketing manager, Lucozade Ribena Suntory Ltd, said: “Our new positioning and campaign package will announce we are back, propelling the iconicity of Orangina into a new emotional territory for the brand in the UK.”