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BDH\TBWA launches new £1m campaign for Orangina |
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Tuesday, 12 June 2007 |
BDH\TBWA has this week launched a £1m integrated campaign for Orangina with a strapline of ‘Shake it to wake it’. The campaign focuses on the brand’s ‘nostalgia and Mediterranean heritage’.
 BDH has produced a 30 second commercial which will run on TV and in cinemas together with 48 and 96 sheet posters, bus sides, digital six sheets and digital escalators.
The visuals for the latter media have been created to appear as if an open lorry load of Orangina bottles is being shaken in rhythm with the bus’ movements.
BDH has worked with Orangina’s UK partner AG Barr for a number of years. Other Barr brands handled by the agency include Tizer and St Clements.
Adrian Troy, head of marketing at AG Barr said: “BDH\TBWA has created a campaign that reaches and rewards our target audience perfectly through the innovative ‘out and about’ media. Focusing on Manchester and London, the clever use of media intrigues and rewards the target audience across a variety of exciting touch points.”
Robert Harwood-Matthews, chief executive of BDH\TBWA, said: “We wanted to bring back the nostalgic Mediterranean feeling that Orangina is known for and conveying it in an exciting and intriguing way.
“Targeting key hotspots with a multi-faceted campaign enables the brand to build a relationship with the customer and allows us to have a bit of fun with creative at the same time.”
AG Barr has been prodcuing and marketing Orangina under licence from Cadbury-Schweppes since 1995.
www.bdhtbwa.co.uk/
www.agbarr.co.uk
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