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Relaunching an iconic brand

Launching an old favourite to a brand new audience in the UK’s on trade.


Often thought of with nostalgia, a holiday treat from the past, Orangina planned to relaunch in the on trade as a contemporary adult soft drink. What would be required was an attention-grabbing trade launch, followed by a national promotion to gain cut-through and put the iconic Orangina bottle in the hands of as many ‘open social’ consumers as possible.


Armed with insight about the adventurous spirit of the target audience, and a drink that likes to shake things up, the ‘Shake La Vie’ concept was devised. First, an event designed to appeal to our audience. A three-night ‘happening’ in a prominent West End bar.

The venue was transformed to deliver a unique, multi-sensory experience, with customers treated to live performances, surprise guests, prize-winning opportunities and even a fragrant Meditteranean orange grove. Whinnie Williams headlined, joined by a hipster magician, a hip-hop pianist, contortionists and live musician and DJ collaborations.

Next, the 12-week Shake La Vie promotion extended the impact to hundreds of bars across the UK, promoting trial with POS kits that included ‘chance to win’ scratchcards – and a staff incentive to ensure that every bottle of Orangina was served perfectly.



consumer competition entries


engagements during the event

94% of traffic

to ticketing site generated by social activity

650 venues benefited

from the nationwide on trade promotion that followed the event

Being alive to...

…the adventurous spirit of the open socials audience and using it to design an event concept driven by the shake of a dice, to deliver maximum excitement and engagement.

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