I decided to choose the "naturally juicy" Orangina advertising, which is a part of a campaign where the direction is, animals acting and looking like human beings. It embodies the new generation of advertisements; the fact that it is perceived as shocking and explicit by the older generations is a proof. It is nevertheless this change of strategy that allowed boosting the brand. So, by the analysis of this advertising, we are going to see the different aspects, which allowed to mark the mind and to keep the brand in the head of consumer during the behaviour of the purchase.
History of Orangina:
* Orangina had a big success immediately after is apparition on the market in 1936 with serious concurrent such as Coca-Cola or Pepsi which take the most part of adolescent market. * In 1972, the group create is fist little movie “The trick of the barman”. It’s the beginning of a long advertising saga but they still try to reach the most important part of the consumer: “the young” that are more attracted to Coca-Cola. So they launch a new communication system, instead of put a man, in first side, Orangina advances exotic and erotic side. * In 1990, they use a new icon: “the bottle man” that’s going to stay 9 years. that will give a nicer image to the product. * During the 2000’s, the sales decrease and in 2006 Orangina launch the campaign “sup d’orangina” to celebrate the 70 years of it but it is not sufficient. * In 2007, Orangina found the new communication method that will revolutionise the market: “naturally juicy” that allow them to internationalise themselves. A more “hot” campaign, more sensual, which create a buzz and so relaunch the sales.
Description and analyse of the ads:
This is the link to look at the video of the ads:
http://www.dailymotion.com/video/x3hfwg_orangina-naturally-juicy-english-ve_news This is the link to look at the making of the ads:
The ad is like a cartoon, which has been made with 3D and use of real actors. That shows animals with human traits and appearances. They lend themselves to very suggestive poses that give an almost erotic aspect at this ad. There are 2 main actors: A doe in bikini and a bear wearing a fig leaf. The decor: is looking as a fairy forest, like the Eden’s garden in order to make the viewer dreaming. Action: We can observe many film references that we are going to analyse below: First of all, there is a doe doing swing (faire de la balançoire) and drinking Orangina.
The bear comes by seeing the doe, causing him a kind of attraction. He steals the Orangina bottle and poured the contents on the ground like a magic potion. The Orangina make flowers growth. He offers a flower to the doe and took her in his arms. Thus begins a game of seduction between the two characters. Then the doe fall gently into a bed of flowers that fly and flutter. This is the first reference to a movie that you can find, because this scene is in the film "American Beauty."
Later we see the bear receives Orangina from an octopus stripper. The doe pretend to not being jealous and starts a show with his dancers. Then we can see her sitting on a chair, grab a vine; it gives rise to a giant bottle of Orangina that flows on her. This is a second reference to a movie, which is the cult scene of the film "flash dance".
Subsequently, there is a more general landscape where you can find a source of water with giant oranges: this is a reference to the drink composed of these two elements. Then you can see everyone partying like in a “cabaret”. Bottles of Orangina opens like bottles of champagne, with erotic connotation such as zebras sitting on it; and it is also the case of the rabbits receiving a shower of these jets or the octopus that press oranges against his chest. Everyone seems to enjoy and that reinforces the jovial and festive aspects of the...