Orangina is shaking up its packaging this summer with a new upside down can design, available in 330ml formats in both original and light variants.

The design aims to create standout on shelf and drive rate of sale, while encouraging consumers to mix the orange pulp inside – ensuring the perfect serve and ultimately driving repeat purchase.

Bridget Hirst, assistant brand manager for Orangina at Lucozade Ribena Suntory, commented: “Our aim with Orangina is to surprise and delight consumers, so we’re always aspiring to be even bolder and more creative in our approach.

“While the brand encourages consumers to gently shake Orangina to awaken the pulp, this can be counter intuitive with a can. Therefore, by having the artwork upside down, consumers instinctively turn the can, which awakens the pulp and unlocks the iconic orange flavour.

“With over two thirds of people buying cans, in addition to other formats, we understand the importance of this format for retailers, especially with summer on our doorstep. We’ve created something to grab the attention of customers – we can’t wait to see them perform in market.”