Orangina is reinventing itself in the UK market and undergoing a complete update including a new target consumer, positioning, visual design, range and communications.
Jamie Nascimento, Orangina marketing manager at Lucozade Ribena Suntory, said the firm was creating and owning a new sector for Orangina in the soft drinks category: Special Any Day. New-look Orangina is targeted at so-called Open Socials; aged 22-plus, who are actively seeking out small pleasures to make every day feel a little different.
The new 420ml PET bottles (original and light) will be available from the end of the month with rrps of £1.20.
A nationwide £4m campaign will roll out in the coming months.