| Title | UPSIDE DOWN CAN |
| Brand | ORANGINA |
| Product/Service | ORANGINA |
| Category |
B02. Promotional Item Design |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
LUMINI PARIS, FRANCE
|
|
Additional Company
|
BENZENE MUSIC Paris, FRANCE
|
Credits
| Rémi Babinet |
BETC |
CCO |
| Stéphane Xiberras |
BETC |
CCO |
| Ivan Beczkowski |
BETC Digital |
Executive Creative Director |
| Benjamin Le Breton, Arnaud Assouline |
BETC |
Creative Director |
| Julien Vergne |
BETC |
Art Director |
| Alexandre Girod |
BETC |
Copywriter |
| Bao Tu-Ngoc |
BETC |
Producer |
| Sébastien Houdusse |
BETC |
Strategic Planner |
The Campaign
Design a can to make sure that the pulp in Orangina will always be mixed.
By putting the opening underneath we allow people looking for the opening to turn their can upside down. This way, the pulp is automatically mixed when Orangina is drunk.
Creative Execution
The top and bottom of a can are easily identified so it was important to find a solution to put the lid underneath and not simply reverse the printing.
A classical 33cl aluminium can was cleared out from top and bottom. We created a smaller aluminium can with the traditional can production techniques. Then, we fixed the small can in the 33cl cleared can to build the “Upside Down” can.
The final product is a 33cl can with the lid underneath. The can is presented in its normal orientation. While looking for the opening, the customer will turn the can upside down and will end up drinking Orangina with the pulp mixed inside
Indication of how successful the outcome was in the market
ccc
In its ads, Orangina has always encouraged people to shake their bottles or cans, with the Upside Down Can we wrote a new chapter of this positioning.
Orangina has never used the can itself to promote this idea.
That’s why, we chose to produce a limited edition of the Orangina can (1500 cans), with the opening underneath the can and distribute them in specific points of sale.