| Title | UPSIDE DOWN CAN |
| Brand | ORANGINA |
| Product/Service | ORANGINA |
| Category |
A01. Fast Moving Consumer Goods |
|
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 |
Produer |
| 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 people looking for the opening have to turn their can upside down. This way, the pulp is mixed when the Orangina is drunk.
Campaign Success
The top and bottom of a can are easily identified so it was important to find out 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 technics. 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.
We distributed the upside down can only in self-service points of sales, to let people discover the innovation by themselves
Describe the success of the promotion with both client and consumer including some quantifiable results
As the campaign was launched in April 2016, we don’t have any results yet.
Explain why the method of promotion was most relevant to the product or service
When Orangina comes in cans, people forget to mix the pulp. So, we resolved this problem by changing the way people drink Orangina’s cans. We created a limited edition of cans with the opening underneath, called The Upside Down Can. While looking for the opening, people have to turn over the can and end up drinking the soda already mixed with the pulp.
This way we proposed a new drinking experience to the customer.
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.