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Orangina

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Orangina bottles

Orangina (French pronunciation: [ɔʁɑ̃ʒina]) is a carbonated citrus beverage made from orange, lemon, and mandarin juice. The concept of Orangina originated at a trade fair in France and was first marketed in Algeria by the French Algerian Léon Beton.

History

Orangina started life as Naranjina, presented at the 1936 Marseille Trade Fair by its Spanish inventor, chemist Dr. Trigo,[1] from Valencia, who invented it in 1933, and called later "TriNaranjus" (now, TriNa) for Spanish market. Léon Beton bought the concept and produced it in colonial Algeria, moving production to France in 1962 after Algeria won its independence.

The company created by Beton joined the Pernod Ricard group in 1984.

In 2000 the Orangina brand was acquired by Cadbury Schweppes along with Pernod Ricard's other soda businesses, after an attempt to sell to Coca Cola was blocked on competition grounds.[2] In 2006 Cadbury plc decided to concentrate on the chocolate business and sought buyers for its soda business. As number three soda producer globally, neither of the bigger two (Coca Cola or Pepsico) could buy it, so eventually the company was split up to sell.

North America

In the U.S. and Canada, the brand is owned by Dr Pepper Snapple Inc, the company Cadbury Schweppes spun off its North American soft drinks business into. Orangina was originally produced for the North American market in Canada, but was moved to Hialeah, Florida, in the United States, to be produced under license by Mott's LLP of Rye Brook, New York. Motts is now part of Dr Pepper Snapple.[3]

Rest of the world

From 2006, private equity firms Blackstone Group and Lion Capital LLP owned the brand outside North America under the company name Orangina Schweppes.[4] In November 2009, its ownership changed once again with Japanese brewer Suntory buying it.[5]

In Britain, it is manufactured under license by A.G. Barr plc of Glasgow, most famous for Irn-Bru.

It is a very popular beverage in Europe and to a lesser extent in North America. Orangina is also produced in Vietnam by Fosters Vietnam under licence and is sold in Carrefour branches in Taiwan. It is also produced in Iran by Shemshad Noosh co.

Brand owners

Territory Owner Country Distributor
North America Dr Pepper Snapple USA Dr Pepper Snapple
Canada Canada Dry Motts
Europe Suntory Brewery United Kingdom A.G. Barr plc
France, Spain, Portugal & Luxembourg Orangina Schweppes
Ireland Unknown
Germany & Austria Krombacher
Rest of world Iran Shemshad Noosh co.
Vietnam Fosters Vietnam

Design

The brand's popularity extends from its unique flavor to the iconic design of its 25 cl (8 oz) bottle made in the shape of a pear with a pebbly texture meant to recall the peel of an orange or other citrus fruit. Larger bottles also include the iconic pebbly texture but use a more regular bottle shape rather than maintaining the proportions of the smaller bottles.

Varieties

New flavours have emerged in Mexico including Orangina Sanguine which is made from blood oranges and also contains caffeine and guarana. It is significantly more sour than regular Orangina. Other flavors such as the series called "les givrés" (which can be translated as both "frosted" and "crazy") are also available in Europe, but rarely seen in North America.

Advertising

In France, Orangina is famous for its advertisements, which almost always show people dressed in costumes based on Orangina or other soft drink containers. Most famous among these advertisements was one featuring Orangina Rouge, portrayed by Maurice Lamy. The advertisement was made to resemble a horror film, playing on the fact that the drink was made from blood oranges. The Orangina Rouge character was depicted as a mad chainsaw-wielding killer, attacking a family travelling by car through the forest. The child's query "Mais pourquoi est-il si méchant?" ("But why is he so evil?") and the costumed killer's response "PARCE QUE!" ("BECAUSE!") both became popular French catchphrases.[citation needed].

Orangina also got prankster, Rémi Gaillard, to do pranks for their advertisements. It features Rémi in a cowboy-like outfit attempting to jump on an unsuspecting person and piggyback ride them until he falls off. He then runs off yelling "CASSOS!"

In 2010 was aired in France a gay friendly commercial[6] shortly after Mc Donald’s France advertisement featuring a gay teenager was shown on television.[7]

Controversy

File:Orangina Naturally Juicy Amber the Doe-Still from Commercial.jpg
Still from commercial
Original print ad

In 2008, a commercial featuring anthropomorphic animals (such as a deer, a bear, peacocks, and chameleons) in swimsuits, caused outrage in the UK for its sexually suggestive content. In the video, the animals gyrate around poles, spray the drink onto the breasts of other animals, and ride bottles which then explode. The advert had already had 45 seconds of more provocative footage cut, and was only to be shown after the 9 o'clock watershed, initially during a programme titled 'How to look good naked.'

Kidscape, a UK-based children's charity, criticised the advert, saying, "Orangina is a drink which is mainly aimed at children and young people, but this new advert places the product in a very sexualised and provocative context".[8] The advert has also been awarded 'Freakiest Advert of 2008' and was 7th place in 'Worst TV Ad of 2008'.[9][10]

Others claim that Orangina is not targeted just at children and is also a 'leading adult soft drink'[11] and that the advertisement is intended to create controversy and thus free publicity.[12] Meanwhile, the advert has proven rather popular, with 3 million online viewings as of 4/8/08.[13]

References

  1. ^ "The History of Orangina".
  2. ^ Hays, Constance L. (2000-01-26). "THE MEDIA BUSINESS: ADVERTISING; Orangina's owner still wants to sell brand, if the price is right". The New York Times. Retrieved 2010-05-20.
  3. ^ http://www.ft.com/cms/s/2/1e5450d2-2be5-11df-8033-00144feabdc0.html
  4. ^ http://www.officialwire.com/main.php?action=posted_news&rid=116965&catid=1254
  5. ^ "Japan's Suntory snaps up Orangina". BBC News. BBC. 2009-11-13. Retrieved 2009-11-15. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  6. ^ "http://www.invarietateconcordia.net/article-il-faut-bien-la-secouer-sinon-52892582.html". {{cite web}}: External link in |title= (help)
  7. ^ "http://www.invarietateconcordia.net/article-venez-comme-vous-etes-50929278.html". {{cite web}}: External link in |title= (help)
  8. ^ 'Sexual' Orangina ad angers viewers and children's charity, The Independent, Sunday, 24 August 2008
  9. ^ "adweek.blogs.com/adfreak/freakiest2007/index.html".
  10. ^ Sweney, Mark (2008-12-11). "www.guardian.co.uk/media/organgrinder/2008/dec/11/advertising-television". The Guardian. London. Retrieved 2010-05-20.
  11. ^ "www.talkingretail.com/products/product-news/10355-orangina-launch-new-advert-packed-with-animal-magnetism.html".
  12. ^ "www.thoughtgadgets.com/2008/08/oranginas-beastly-ad-shakes-up-uk.html".
  13. ^ "www.talkingretail.com/products/product-news/10355-orangina-launch-new-advert-packed-with-animal-magnetism.html".
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