Shake me, drink me

Orangina and Zogg Kettiger Gasser want to shake up the image of the soft drink with two funny commercials: if people attract attention by shaking objects wildly, there is no need to contact the nearest psychiatric hospital straight away. The people in question will be die-hard Orangina drinkers. The creatives at Zogg Kettiger Gasser (ZKG) are convinced that they will take the "Shake it" bottle label to heart. In two new TV and cinema commercials, the Zurich team shows a young man and a young woman doing just that. Only without the Orangina bottle: while he shakes the oyster buffet empty, she tips the contents of her purse onto the floor in rhythmic movements under the uncomprehending gaze of a woman sitting next to her. "In France, this hand gesture is understood as an order in bistros and restaurants," says Max Winiger, responsible for the Orangina account at ZKG. This gesture should also become the epitome of the sweet drink in Switzerland. After all, shaking is a tradition at Orangina: since 1972, the slogan on the round bottles has been "Secouez-moi". The beverage manufacturer of French origin also wants to get closer to its target group in German-speaking Switzerland - namely 18 to 30-year-old consumers. Since the drink has been available in Migros
shelves, the Orangina image has been eroded among this group, explains Winiger.
A shaken mass of Orangina drinkers: TV commercial from ZKG for orange-flavored table water.

The Orangina storyThe drink made from carbonated orange juice and fruit pulp was developed by the Spanish pharmacist Trigo. He presented the recipe under the name Naranjina at a trade fair in Marseille in 1936. Until 1962, the drink, renamed Orangina, was produced on an orange plantation in Boufarik, Algeria. With the country's independence, La Compagnie Française des Produits Orangina relocated to Marseille. In 1984, Orangina became part of the soft drinks division of the Pernod-Ricard Group, which sold this segment to Cadbury Schweppes in 2001. Since January 2003, the former Orangina Pampryl and Schweppes France have been trading as Orangina Schweppes. The number one non-alcoholic beverage company in France (excluding colas), Orangina Schweppes holds around 40 percent of this beverage sub-market worldwide. Its turnover amounts to 600 million euros. (sk)
Simone Keller