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 :
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