The Campaign

Most adults have “on duty” and “off duty” time. Orangina helps them switch from ”on duty” to “off duty” and makes them relaxed. We tried to express products humorously, which embody “on duty” for women, -that also means they give stress to women - are imaginarily released from usual duties so that the poster also express a message “Orangina effect also makes you feel released” directly and freshly. The copywriting is “Forget the dead line” and “Unplug a while.” They are messages to you to see the posters and help you to understand and imagine the visuals.

Creative Execution

we considered what product is suitable for adult women being "on duty" , and which parts of product should be relaxed .  we discussed many times to choose a motif which contains understandment , sympathyize , figurative beauty and interesting at the same time. We reached the idea “twisted smartphone with released applications.” This smartphone was made in reality to take photographs. We paid careful attention to the detail expressions or colors to show brightness like sun of south France and positive towards next on duty time.

Indication of how successful the outcome was in the market

Taking a new way, we succeeded in making an impression “carbonated beverage for adults” which is totally different from an image so far “everyone likes carbonated beverage” and targeting new customer segment. For new customers it became easier to buy Orangina by establishing the image “carbonated drink for adult.”

After “on duty time” such as working time or seeing someone, you take relax time having something to drink. Normally the drink could be mainly coffee or tea, but we let Orangina plays that roll. The targeted segment is around 30s women, who are working hardly and taking interest in current fashions. The poster was put on the wall of station they usually use. It was simply and stylishly designed so that it catches the eye in crowded places.