Orangina Ad Analysis
Campaign Analysis:
Orangina:
“Naturally juicy”
I decided to choose the "naturally juicy" Orangina advertising, which is a part of a campaign where the direction is, animals acting and looking like human beings. It embodies the new generation of advertisements; the fact that it is perceived as shocking and explicit by the older generations is a proof. It is nevertheless this change of strategy that allowed boosting the brand. So, by the analysis of this advertising, we are going to see the different aspects, which allowed to mark the mind and to keep the brand in the head of consumer during the behaviour of the purchase.
History of Orangina: * Orangina had a big success immediately after is apparition on the market in 1936 with serious concurrent such as Coca-Cola or Pepsi which take the most part of adolescent market. * In 1972, the group create is fist little movie “The trick of the barman”. It’s the beginning of a long advertising saga but they still try to reach the most important part of the consumer: “the young” that are more attracted to Coca-Cola. So they launch a new communication system, instead of put a man, in first side, Orangina advances exotic and erotic side. * In 1990, they use a new icon: “the bottle man” that’s going to stay 9 years. that will give a nicer image to the product. * During the 2000’s, the sales decrease and in 2006 Orangina launch the campaign “sup d’orangina” to celebrate the 70 years of it but it is not sufficient. * In 2007, Orangina found the new communication method that will revolutionise the market: “naturally juicy” that allow them to internationalise themselves. A more “hot” campaign, more sensual, which create a buzz and so relaunch the sales.
Description and analyse of the ads:
This is the link to look at the video of the ads: http://www.dailymotion.com/video/x3hfwg_orangina-naturally-juicy-english-ve_news This is the link to look at the making of the ads:
Orangina:
“Naturally juicy”
I decided to choose the "naturally juicy" Orangina advertising, which is a part of a campaign where the direction is, animals acting and looking like human beings. It embodies the new generation of advertisements; the fact that it is perceived as shocking and explicit by the older generations is a proof. It is nevertheless this change of strategy that allowed boosting the brand. So, by the analysis of this advertising, we are going to see the different aspects, which allowed to mark the mind and to keep the brand in the head of consumer during the behaviour of the purchase.
History of Orangina: * Orangina had a big success immediately after is apparition on the market in 1936 with serious concurrent such as Coca-Cola or Pepsi which take the most part of adolescent market. * In 1972, the group create is fist little movie “The trick of the barman”. It’s the beginning of a long advertising saga but they still try to reach the most important part of the consumer: “the young” that are more attracted to Coca-Cola. So they launch a new communication system, instead of put a man, in first side, Orangina advances exotic and erotic side. * In 1990, they use a new icon: “the bottle man” that’s going to stay 9 years. that will give a nicer image to the product. * During the 2000’s, the sales decrease and in 2006 Orangina launch the campaign “sup d’orangina” to celebrate the 70 years of it but it is not sufficient. * In 2007, Orangina found the new communication method that will revolutionise the market: “naturally juicy” that allow them to internationalise themselves. A more “hot” campaign, more sensual, which create a buzz and so relaunch the sales.
Description and analyse of the ads:
This is the link to look at the video of the ads: http://www.dailymotion.com/video/x3hfwg_orangina-naturally-juicy-english-ve_news This is the link to look at the making of the ads: