Orangina: Upside Down Can

Credits & Description:

Agency: Betc
Brand: Orangina
Country: France
Advertising Agency: Betc, Paris
Entrant Company: Betc, Paris
Media Agency: Betc, Paris
Pr Agency: Betc, Paris
Production Company: Benzene Music, Paris
Additional Company: Benzene Music, Paris
Client Management: Thierry Gaillard; Thierry Aouizerate; Elise Seibold (Orangina)
Agency Management: Valérie Dhotel-Frances; Marina Sokolowsky (Betc)
Copywriter: Alexandre Girod (Betc)
Producer: Bao Tu-Ngoc (Betc)
Creative Director: Benjamin Le-Breton (Betc)
Creative Director: Ivan Beczkowski (Betc)
Creative Director: Arnaud Assouline (Betc)
Art Director: Julien Vergne (Betc)
Chief Creative Officer: Rémi Babinet (Betc)
Chief Creative Officer: Stéphane Xiberras (Betc)
Campaign Description:
Design a can to make sure that the pulp in Orangina will always be mixed.By putting the opening underneath people looking for the opening have to turn their can upside down. This way, the pulp is mixed when the Orangina is drunk.
Synopsis:
Orangina is a Fench soda brand.Since 1936, it has brought the unique flavour of the Mediterranean through its authentic taste of oranges with real fruit pulp and its natural orange zest. To really enjoy the taste of Orangina you have to gently shake the bottle to mix the fruit inside. Since its creation Orangina has stressed the importance of mixing the pulp but when it comes in a can, people forget to do it.Our objective, make people turn their can over to mix the pulp!Budget: 80 000€
Execution:
The top and bottom of a can are easily identified so it was important to find out a solution to put the lid underneath and not simply reverse the printing.A classical 33cl aluminium can was cleared out from top and bottom. We created a smaller aluminium can with the traditional can production technics. Then, we fixed the small can in the 33cl cleared can to build the “Upside Down” can.The final product is a 33cl can with the lid underneath. The can is presented in its normal orientation. While looking for the opening, the customer will turn the can upside down and will end up drinking Orangina with the pulp mixed inside.We distributed the upside down can only in self-service points of sales, to let people discover the innovation by themselves.
Strategy:
In its ads, Orangina has always encouraged people to shake their bottles or cans, with the Upside Down Can we wrote a new chapter of this positioning. Orangina has never used the can itself to promote this idea. That’s why, we chose to produce a limited edition of the Orangina can (1500 cans), with the opening underneath the can and distribute them in specific points of sale.
Outcome:
As the campaign was launched in April 2016, we don’t have any results yet.