Asian Trader Magazine – 12-25 May 2017

BRANDWATCH

34 ASIAN TRADER 12 MAY 2017 http://www.asiantrader.biz

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Asian Trader speaks to Jamie Nascimento, Head

of Marketing, Ribena and Orangina, about why

retailers should stock up on Orangina over the

summer months

Me and My Brand

How is the Orangina brand currently per-

forming?

Orangina is already worth £9.8m^1 in total

retail and last year was hugely successful

for the brand, experiencing 46.7%^2 growth.

We’re continuing to build on this with some

exciting activity this year and, as ever, we’re

ambitious with our plans. We’re always

looking for ways to help retailers surprise

and delight our consumers and summer is a

great time to do this.

What do you think is unique about your

brand?

We know that shoppers are increasingly look-

ing for great-tasting premium soft drinks and

Orangina continues to cater to this demand.

Orangina is a brand with real orange taste and

an iconic bulby bottle. It has a super fun and

quirky brand character, which is all unlocked

with a gentle shake - offering consumers a

versatile, premium soft drink option, working

as a mixer or on its own.

There’s a unique association with

Orangina and summer that makes it ideal

for retailers looking to tap into the uplift in

sales that summer brings.

Any NPD for 2017?

We’ve already started. In February we

brand engagement we are also investing in an

ATL campaign from June, which includes a

£2.4m investment across outdoor and hand-

ing out over 1.8m samples through experien-

tial and classic guerilla sampling activities.

We’ve been busy gearing up for summer

with new limited-edition packaging for

our 420ml bottles. The ‘Bikini and Trunk’

designs were inspired by positive, nostalgic

summer memories and are tailored to make

the most of the unique Orangina bulby

bottle shape. We want our consumers to

continue to enjoy Orangina, especially with

summer on our doorstep, and this creative

packaging is the perfect example of Oran-

gina’s playful nature. The limited-edition

packs create stand-out on shelf, which is

great for boosting summer sales for retailers

while also being fun for consumers.

What are your main targets for the next few

years?

Our target is simple – to continue remind-

ing people how fantastic Orangina tastes.

We want to carry on driving growth within

the soft drinks market, supporting our

important retail partners.

What are your plans ahead of the sugar

tax coming in?

The soft drinks market is evolving,

driven by the nation’s changing health

agenda, as 92%^4 of consumers are look-

ing to reduce their sugar intake. Luco-

zade Ribena Suntory will be offering

low or no calorie alternatives to all

its brands, rolling out from summer.

Last year, saw the launch of Oran-

gina Light, offering consumers the

same great Orangina taste but with

fewer calories.

1 EXT IRI MarketPlace, Orangina value, GB, latest

52 week data ending 19.02.17

2 EXT IRI MarketPlace, Orangina value % change,

GB, latest 52 week data ending 19.02.17

3 EXT IRI MarketPlace, UK, latest 52 week data

ending 20.11.16

4 Kantar Worldpanel Nutrient Intake March

2016

launched our very first £1 PMP to accom-

modate for their growing demand; they

currently account for a 13% share of total

value sales of UK soft drinks^3 and more than

half of soft drinks sold in independents and

symbols are PMPs. Shoppers are looking for

ways to spend less without compromising

on quality and PMPs clearly represent value.

Our £1 mark is eye catching on the printed

shrink wrap and is clearly marked on the

bottle, to ensure the new pack is unmiss-

able on shelf in stores.

Available to symbols and independents

in £1 420ml bottles, the launch has received

great feedback so far and we’re confident it

will continue to unlock sales growth for our

retail partners. This was an exciting launch

for Orangina and we wanted to ensure re-

tailers were supported. So, Orangina added

sparkle to the launch in February by invest-

ing in instore activation within independ-

ent retailers and wholesalers. This included

shelf barkers and shelf strippers with the

aim of disrupting shoppers in the aisles.

Any interesting media campaigns coming

up?

Orangina is owning summer this year with a

city takeover in Brighton and huge marketing

spend. To ensure continued awareness and

Me & My Brand Orangina1.indd 34 5/4/2017 8:38:13 AM