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 »

PLANI

ntroductionD

evelopment

1. History2. Publicity3. Marketing4. Innovation5. Orangina’s birthday

Conclusion

HISTORY1

935 : “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 ?I

nnovation of SWEPPES-ORANGINA this year, through 4 new products :L

ady Gina & Bad Jack = classic versionB

UT 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’

NEW FRESH POWER FOR 2012

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