Orangina wants to be perceived as a healthier soda. It contains 12% fruit juice from oranges and other citrus fruits, has half the carbonation and 20% fewer calories than regular sodas. Orangina's campaign will include a minisite for users to track their nutrition, an app to log nutrients on the go, and using Pinterest to find and share healthy recipes. The minisite will allow users to view nutrition and activity trackers and add entries and recipes. The app will send notifications about nutrient levels and reminders, and allow quick logging and finding recipes. Pinterest will sync recipes and allow finding and adding healthier options.
Dr. Jonathan Spages - Balancing Food and Physical Activity
ldanfo20_adve351_proj3-orangina
1.
2. ORANGINA | BRIEF
Current Perception: Orangina is just another soda brand.
Desired Perception: Orangina is a healthier soda and cares about health
properties.
Key Message: Orangina is a healthier soda.
Reasons to believe: 12% juice made of yellow oranges, blood oranges,
lemons, grapefruits and mandarin oranges, contains pulp, has ½ the
carbonation, no additives (artificial flavoring or coloring), and has 20%
fewer calories than non-diet sodas.
Target Audience: Ages 18-35 with or without families. These are everyday
people, not necessarily ”foodies” or ”health nuts”.
3. CAMPAIGN | OVERVIEW
Minisite: A place for user's to come in and check out their daily, weekly or
monthly nutrition value in robust tracking charts.
Use of Pinterest: This would also be a place to learn more about ways to get
these nutrients with recipes by others with the use of Pinterest technology
that allows boards, tagging and the ability to find the webpage of the recipe.
This is not just another site to re-type in recipes, it just uses what is already
on Pinterest.
App: Users can log the nutrients on the go that it syncs with the minisite.
They can also browse recipes on the go.
17. APP | OVERVIEW
• Notifications
• Low levels
• High levels
• Customized reminders (Ex, Eat an apple at 3pm to avoid
wanting a candy bar an hour before you leave work)
• Add New Entry
• Right after a meal
• Check quick activity
• Find recipes quickly
• Ex, in the Supermarket
