Orangina is encouraging consumers to shake up their lives, in a new brand campaign inspired by its French heritage.
The campaign aims to reposition the soft drink as a premium adult drink, connecting with those who remember it from childhood holidays in France. The effort includes a new strapline for the brand, "C’est shook", which plays on the fact you have to shake the bottle before drinking it.
The main film shows a boy running down a hotel corridor, racing past guests to reach the lift to press the button first. To the dapper guests, their pet dog and the boy’s own surprise, the lift doors open to reveal a French girl hula-hooping while shaking Orangina, to the upbeat sound of the French pop number J’Adore Ce Flic. The campaign is the first piece of work created by Grey London after it won the business in October last year.