Get the hang of it: Elyas M'Barek now advertises the iconic brand Orangina on billboards all across Germany. Photo: "obs/Schweppes"
Shaken not stirred
Orangina turns cans upside down
yone knows those iconic, little round bottles of Orangina. Thanks to the textured surface of the glass bottle the shape and touch of the packaging and the colour of the beverage are all reminiscent of an orange – which is, of course, precisely the desired effect.
Shake the Pulp – Connoisseurs know that Orangina should be shaken before drinking in order to spread the pulp evenly. Photo: Orangina
After special editions of the iconic bottle were already launched for various anniversaries and other occasions, such as the one in 2013 designed in cooperation with French artist André Saraiva, now a new type of packaging is available.
Art on bottle: Orangina Special Edition of French artist André Saraiva. Photo: RedVisitor
Shake it baby, shake
Orangina has always been advertised with the message that the pulp contained in the orangeade must be dispersed by shaking to obtain the full taste. The global reach of the brand, however, means the trend abroad is moving away from traditional glass bottles and towards other packaging options.
What’s going wrong here? Correct: the can opening is on the bottom. This special packaging with a “twist” was the idea of Paris agency BETC. @lesnovateurs.com
On the occasion of the orangeade’s 80th anniversary Orangina picked up on this trend and commissioned Paris-based agency BETC with designing a new beverage can. The result: the “Upside Down Can”. Since most consumers are not used to shaking cans, the pulp was never properly spread and, hence, the beverage not properly enjoyed.
Upside down – with a smart marketing gimmick the packaging becomes the taste-deciding factor causing a stir at the PoS. Photo: lesnovateurs.com
The solution offered by the new can: the flap for opening is located on the bottom of the can. So the can has to be turned upside down to be opened and the pulp can disperse as desired. This is a creative design trick that captivates consumers with its simplicity and puts a smile on their face.
Fun head over heels: the French campaign “C’est shook” is designed to bring back fond childhood memories of holidays in France among young-at-heart adults. Photo: Orangina