Communication strategy

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At the begining

Orangina, unlike Fanta, is one of the companies known for its huge communication means and strategy. It has begun in the 50’s with the first advertisement:

The whole visual identity of Orangina remained many years thanks to this layout: the round bottle, the orange, a café table with its umbrella. The catchphrase was then “Better than a soda”. (At this time Orangina had to compete with Schweppes Orange). The brand color code progressively came in to become what is now blue and orange. Then, in the 80’s, the brand motto changed to give Orangina a more dynamic image. In 1972 was directed the first video campaign of Orangina with “Le tic du Barman”:

http://www.ina.fr/video/PUB3491033069/orangina-boisson.fr.html

This campaign was an answer of criticism against Orangina main default : the pulp remained in the bottom of the bottle. They did turn this default to an advantage.

In the 90’s

However, and for many years now, it looks like Orangina and Fanta have more and more the same trend: they want to seduce teenagers. The difference between those two brands is that Fanta always targeted this market. They have a strong experience and are now well positioned. Their communication strategy feels that way. They created Andy:

Andy is supposed to be an avatar of the customer in Fanta’s digital (and very trendy) world. Everything is made in order to convince the teenagers that Fanta is a fashionable brand. Here are the last catchphrases of the brand (in French):

–          Passe le fun autour de toi (Spread fun all around)

–          Plus c’est Fanta, moins c’est sérieux (The more it is Fanta, the less it is serious)

Teenager has more or less always been Orangina’s missing market. In order to reach teenagers, Orangina realized many communication campaigns. They first released what is now anchored in minds: The red Orangina (Orangina Rouge). The advertisement campaign for this product had a huge success on your people because of its funny side:

Comfortable with its notoriety, Orangina asked Jamel Debbouze (who is now one of the most liked celebrity in France) to play in a video :

Today’s stragey

Today, Fanta keeps its strategy based on teenagers. They are the core market of the brand and they do everything needed to adapt. Their video campaign are really modern with visual effects and they show what today’s teenager want to see: modernity and fun. According to that parameter, Fanta was the first to deploy a social game in Facebook, surfing the trend the social networks. Now they also have their mobile application:

https://itunes.apple.com/fr/app/fanta-players/id504609734?mt=8

Fanta cultivates their CRM and know how to make its fans speak of the brand. Fanta creates what’s been called a buzz in the teenagers circle with a video of 2012:

This campaign had a lot of success thanks to its soundtrack made by Martin Solveig.

On this other hand, Orangina is once more innovating. The values remain the same: dynamic (shake the bottle), young, and natural (fruit pulp). However, Orangina changed the way to communicate by using new archetypes.  Actually the strength of this campaign is the fact that they reach almost everyone by using every day’s life code and playing on the advertisement standards.

This campaign has been elected has the best video campaign by French people. This campaign can touch everybody : athlete, household wife, teenager. Their funny side is a kind of Orangina signature.