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Orangina to have animal magnetism
Orangina is investing £1m in a TV advertising campaign to reinforce its claim to be the UK’s leading adult soft drink. The Animal Magnetism strategy was originally launched in the brand’s homeland France, and following enormous success it is now being rolled out in the UK.
The ad is conceived around the concept of ‘pulpeuse’, which means both ‘containing pulp’ and ‘sexy’ in French. The animated execution centres around a love story about a voluptuous doe and a masculine bear, and features a host of colourful characters from the animal kingdom.
Head of marketing Adrian Try explains: "Through the music and incredible animation, it really celebrates the joie de vivre feeling which Orangina encapsulates."
The 60-second UK ad is based on the original French execution, which became an internet phenomenon following its launch late last year. It was developed by French agency FFL Paris in conjunction with UC film specialists Psyop.
Ben Grant 20/08/08
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