A MULTI-MILLION pound campaign promoting Orangina is underway with the goal of reaching close to two million consumers over the course of the summer.
The campaign, which kicked off with sampling activity at high-footfall locations in London, represents a £2.4m investment in the brand and will see Orangina tour the UK.
Activities scheduled as part of the campaign include a nationwide outdoor advertising campaign, social media activation and in-store activity.
The campaign also sees Orangina join forces with high street hairdressing brand Toni & Guy.
As part of the campaign, Orangina is also launching a competition for independent retailers. The competition is giving 100 retailers the chance to win five cases of Orangina and Orangina Light and can be entered by emailing the brand’s parent firm Lucozade Ribena Suntory.
Bridget Hirst, assistant brand manager for Orangina at Lucozade Ribena Suntory said: “With taste being the number one driver of purchase for soft drinks, we need to remind consumers about the wonderful taste of Orangina to drive our sales.
“In fact, we’re so confident in Orangina’s great taste that we are rolling our biggest ever sampling campaign in the UK, we will be bringing Orangina’s refreshing taste to nearly two million lips across the country.”