Softie is shaken, not stirred

Soft drink brand Orangina has been launched in the on-trade with a new look, suggested serve and target consumer.

The sparkling orange juice drink has retained its 250ml bulb-shaped bottle, which now features a crown top and new seal intended to “emphasise its premium, quality credentials” and appeal to adult consumers. A new “shake and serve ritual” is also being promoted in the on-trade, which will be highlighted on point of sale materials, including bar runners, coasters, napkins and posters.


The launch is being backed by a UK-wide marketing campaign, which includes cinema ads and in-outlet activity.

Jamie Nascimento, Orangina marketing manager at Lucozade Ribena Suntory Ltd, said the relaunch of Orangina provides licensees with a “strong sales opportunity”.

“The relaunch of Orangina marks the first move into the on-premise channel for our business and we are committed to delivering the best possible results for our customers,” said Nascimento.