Lucozade Ribena Suntory relaunches Orangina in the UK

Lucozade Ribena Suntory relaunches Orangina in the UK

Lucozade Ribena Suntory has launched a GBP4m (US$6.2m) marketing campaign for its Orangina brand in the UK.

The push, which carries the tagline 'Life is Flat Unless You Shake It’, follows the brand's relaunch in May, with a new target consumer, positioning, design and range. According to the company, the strapline ‘Your nose tells you it tastes sparkly’ looks to "resonate with millennials".

The campaign includes cinema advertising, on- and off-trade POS, as well as experiential activity.

Jamie Nascimento, Orangina marketing manager at Lucozade Ribena Suntory, said: "With a light variant now also available, the brand has evolved to reflect the needs of today’s health-conscious consumers."

Suntory acquired Orangina Schweppes from private equity firms Blackstone Group and Lion Capital in late-2009.