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, Lucozade Ribena Suntory, said it was creating and owning a brand new sector for orangina in the soft drinks category, ‘Special Any Day’.

He explained: “There is an inherent love for Orangina across the globe: it’s a true classic which has been around for years. It is currently worth £4.6m in the UK off-trade, which will accelerate rapidly as we unlock its untapped potential and transform it into an actively desired premium adult soft drink. 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.”

The new-look Orangina will be targeted at Open Socials: 22+ years who are actively seeking out small pleasures to make every day feel a little different.

The new 420ml PET bottles will be available from the end of May with a MRSP of £1.20. A Light version will also be available for consumers who are on the look-out for lower calorie options.

A nationwide £4m campaign will roll-out in the coming months to support the re-launch and will include: TV advertising, experiential, out of home advertising and in-store activation.

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