Orangina launch a new range of cosmetics and house cleaning products

Have you seen Orangina’s last media campaign ? If not, have a look at Orangina’s website and you will see an advertisment that will certainely surprise you.

The TV commercial shows a chameleon with a teenager voice looking at the mirror in its bathroom and cleannig his pimply face with some Orangina. The chameleon tells us Orangina helps him to clean his spots and therefore helps him to be more self confident. 

If you watch often TV you probably recognized the famous ad for Clearasil (ex Biactol), don’t you ?

What is the link between Orangina and Clearasil ? And why sould a chameleon clean it’s face ? Obviously there is no link at all between those two products, and the use of a chamelon is absurd. In a word, this ad is a complete nonsense, and this is why it is funny.

 Indeed, Orangina targets young people, teenagers or young adults that are (or where) used to clean there face with Clearasil every morning ; this will certainly remain them some funny college pictures, when they used to play skatebord and have a face full of spots…Thus by this nostalgia effect, Orangina creates proximity and friendlyness with targeted customers ; teenagers and young adults.

But the main pupose of Orangina’s campaign is not only to become a « cool » drink thanks to this funny ad. In fact, they want to become a trendy soda which meens a drink that will be ordered in cafés and night clubs. Thus we can see that this parodical movie of Clearasil made by Orangina is followed by 3 other parodical advertissment such as a Gillette, Mr Clean, and  a washing machine poudre. Indeed, the purpose of Orangina’s campaign is to target people that understand second degree humour, which meens open minded and cultivated people that can decode the communication which surrounds them. Talking to these people, Orangina becomes in some way a trendy and hip product.

XoXo                                                                                                                                                                                                     A.M

Sources :

http://www.orangina.fr/

Coca-Cola, a luxury brand?

The Daft Punk bottle is the new exclusive edition launched by the brand in 2011. This gold or silver bottle has been designed through a partnership between the brand and the famous French music band who decided to use these symbolic colors of the artists’ headphones.

In 2006, Coca-cola launched its first aluminum bottle with a unique design. Each year, the brand creates a limited edition of this bottle by using the colors and trends of the moment (the Justice music band inspired the 2009’s bottle, Mika was the muse of 2010…). The bottle is sold in trendy places (night club, selected supermarkets such as Monoprix…) and from 1 to 1,5€ (25cl) (the classical product sold in cans, bottle costs from 1 to 1,70€ per liter). By these partnerships with pop icons of the moment, Coca cola targets the night clubbers and young adults interested in art, design and fashion objects.


Limited edition, higher price, special sales points... Is the company trying to change its marketing strategy? Actually, it doesn't. But it is using the codes of the market to attract a totally different kind of consumer.  Coca-Cola succeeds in creating a unique and rare product. Moreover, the aim of the Club Coke is not the beverage, but the bottle itself, a strategy closed to what we can observe on the perfumes’ market (where the container is essential for the consumer, as we may notice with "Kokorico", the new Fragrance by Gautier). Thus, Coca-Cola Company wants its product to be kept at home as we do with an empty bottle of fragrance. For the most diligent club coke customers, these bottles are collector, cannot be thrower in the garbage and have a personal value, history (in which context the consumer bought these bottle, where and how hard was it to find it…).
Furthemore, the company exploits another key concept of the luxury goods: the egery, an influente artist known by its target on Coke's case. And we observe that Coca-Cola went deeper in its strategy: from our point of view, the Club Coke bottle is pretty close to a luxury product! The 2011's bottle is now available in store in a box which look like a kind of jewel box:
                             

The club coke bottle may be seen as well as the new 21^st century by-product: instead of selling clocks, post cards, magnets available for everyone, Coca Cola proposes a limited product hard to find. This collector bottle is recognized on the market as an art object, and many hipsters collect it and await the next upcoming launch. By using these art and trendy codes, Coca Cola creates specific bounds with these collectors, by knowing their tastes. These buyers have an image of the brand which is not the same as the one classical consumers have. Coca Cola is not here a famous Coke brand, but a fashion brand aware of the pop culture.

XoXo                                                                                                                                                    P.L                                                                                                                                                                       

Sources :

http://bit.ly/oIic3O
http://bit.ly/hcJAjb
http://bit.ly/q7nxUw

Coca-Cola: The timeless brand

Coca Cola is much more than a simple global brand, it is an icon.

As all icons, they last through years contrary to you! Few brands like Coca Cola have witnessed all important steps of your family’s life. He was here for the first dating of your grandparents, and of course he was the best friend of your parents during the holidays, you share him with your boy/girlfriend, and perhaps he will become a truly addiction for your own children. Finally, it is a guy who knows all your life! And you, do you know his story? Have you already been interested in him? Obviously not! Shame on you! So let me introduce him to you.

Coca Cola ID

ü  After Recession War: 1^st prototype made in chemistry from Columbia, formulated by John Pemberton. It was a patent medicine inspired by “vin Mariani”, an European coca wine, which cured many diseases like dyspepsia, headache, …

ü  1886: First sales at Jacob’s Pharmacy in Atlanta. It was sold for 5 cents a glass at soda-fountains.

ü  1888: 3 companies of Coca-Cola on the market (A.G Candler, J-C Mayfield, C. Pemberton) with 3 different recipes.

ü  1892: The Candler’s company became the Coca-Cola Company (the current corporation).

ü  1894: Coca-Cola was sold in bottles for the first time.

ü  1955: Cans of Coke first appeared

ü  1982: Diet Coke

ü  1983: Caffeine-Free Coca-Cola

ü  1985: Coca-Cola Company changed the formula and launch “New Coke” to compete Pepsi. But it did not work with a nostalgic public who regret the first recipe. First launch of Coca-Cola Cherry (in USA)

ü  2001: Coca-Cola with Lemon
ü  2002: Coca-Cola Vanilla
ü  2005: Coca-Cola with Lime and Coca-Cola Raspberry
ü  2006: Coca-Cola Black + Coca-Cola Black Cherry-Vanilla and was replaced by Coca-Cola Vanilla in 2007 + Coca-Cola Citra available in Bosnia and Herzegovina, New-Zealand + Coca-Cola Zero (in Australia and USA)
ü  2007: Coca-Cola Orange available in UK, Gibraltar, Germania, Austria and Switzerland.

A large portfolio, responsible for the success story 

Through the Coca-Cola portfolio, we notice that this brand has created many tastes to satisfy all of its consumers, what explains its success story.

If you are not still convinced that Coca-Cola is an icon of our century, think about the 70000 Coke bottles consumed every 10 seconds in the world, or the billion bottles drunk a day. Coca-Cola is beyond seasons, borders, and time. He is immortal.

XoXo                                                                                                                                                    C.G

Sources :

http://bit.ly/rlAzqV
http://en.wikipedia.org/wiki/Coca-Cola

To discover an original brand : ORANGINA

Orangina is a soda with fruits set up in 1936 by Léon Beton. He added to the orange juice the invention of a Spanish pharmacist (doctor Trigo): sparkling water. So he called this mix “Naranjina” (“little orange” in Spanish), then “Orangina”.

After that, the brand developed others drinks with the same mix but with others taste:

• Orangina rouge which is the orange taste linked with spicy softness from blood orange
• Orangina Light helps you enjoy the same refreshingly complex taste and fruity sensation as Orangina Regular, with only 6 Kcal per 100 ml.
• Orangina Indien which is the Orangina taste with grenadine.
• Orangina Rastam which is the Orangina taste with a little of tropical exoticOrangina Aristo which is the Orangina taste with blackcurrent.

Nowadays, Orangina is consumed by more than 500 millions of consumers and in more than 60 countries on 5 continents. In France, Orangina is the best brand of fruits sparkling drink. If we line up side by side all the Orangina bottles which have been sold in 2007, we could cover more than 20 times the length of the Great Wall of China. And all the Orangina bottles sold this three last year could cover the distance between the Earth and the Moon!

Since the birth of the brand, the original Orangina bottle design has always evoked the orange. Over time it has become the emblem of the brand.

To conclude, Orangina is up to date thanks to their communication campaign and its strong personality: carefree, fun, original and amazing. Orangina is a funny and friendly brand which is a little bit crazy like we can see in its communication strategy.

XoXo                                                                                                                                                    C.R                                                                                                                                                                               

Sources :
http://www.orangina.eu