Here’s
a nice little ad from our French cousins with their wacky shakeable fizzy drink,
Orangina.
(Still not sure how that
works. I have less than fond memories of being told that you could shake up
Fanta as a kid.)
It’s
a mild joy to watch, and it’s part of a broader pattern appearing on our
screens and signs. There seems to be a bit of a charge of French brands into
the UK market – with more than a little energy and élan. Teisseire is another,
taking a jump into the UK market just this summer with its line of “sirops” (put
simply, diluting drinks, in different flavours).
And then there
is also that ongoing, quirky campaign from Chambord.
You know, the one with the
flamingos.
(I love advertising, just for
these moments.)
Certainly
this may be simply a play for the not-actually-that-small French segment of the
London population. But I've also seen ads for both of these brands on boards in
other cities in the UK. So clearly some non-Gallic people are partaking.
Beyond
the product pushes, what’s really exciting is the sense of fun both fun and
poise brought in each of these campaigns. It’s classic French style and
seriousness and beauty, cut through with total irreverence. And somehow, the
two contrasting thoughts complement one another.
It's a strong idea, to balance the classic French brand appeal with a modern, open persona. Smart, sexy, silly ads.
It's a strong idea, to balance the classic French brand appeal with a modern, open persona. Smart, sexy, silly ads.
It’s
a simple premise in this Orangina spot really. It’s orange, and you shake it,
so the ad shows a girl dancing around crazily in an orange lift. And shaking
Orangina.
Actually
what I really like about it is the “Grand Budapest Hotel” style it seems to
play upon. Quirky. Retro. Definitely odd, but a lot of fun to watch.
(Has playing upon the styles
of recent movies always been such a widespread thing, or am I just noticing it
now?)
MAA critiques it for pulling its punches, not pushing to be
controversial perhaps. But at the end of the day it’s just a fun, orange-y
drink. Let’s not get too tied up in being clever or pushy. Not every product
needs to be aimed at the 25-40 urban professional demographic.
Dance
around. Don’t think too hard. Shake it up.
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