2. THE BRIEF
Objective:
To increase the share of voice on social media space in
Singapore
and Malaysia for Orangina
Target audience:
18-24 years old
3. THE PRODUCT
Background
Created in 1935 by a Spanish pharmacist and firstly launched in Algeria, Orangina is now
owned by the Suntory Holdings (Japan). Despite, several changes in management,
Orangina has not lost its Mediterranean heritage and maintains a consistent branding
worldwide.
In Singapore, it is distributed by Glory Food Products at major supermarkets sold at $XX.
It is not distributed in Malaysia.
What makes it special?
• No less than 12% citrus fruit juice with 2% pulp and zest plus light bubbles
• No added colours or artificial flavourings.
• Unique consumption behaviour - Shake your Orangina to mix the tasty
zest, pulp and juice.
Online presence
• Global: Website, and Youtube channel,
• Localised: Facebook
4.
5. THE DIRECT COMPETITOR
Background
Minute Maid was created in 1945 in the US and has been manufactured and
distributed by The Coca Cola Company since 1960. In Singapore and Malaysia,
Minute
Maid Pulpy was launched in 2010. It it is available at major supermarkets,
retailing at $XX
What makes it special?
• Naturally refreshing with real fruit juice and real orange pulp
• Core flavour is orange, but available in Tropicana. Available in other variants
elsewhere e.g. reduced calories, no pulp
Online presence
• Global: Website, Youtube channel, Facebook
13. THE STRATEGY
Campaign Idea: Seize the zest
Objective: Aims to increase Orangina’s share of voice on social media space in
Singapore
Target audience: 18-24 years old
Duration: 1 year
Approach: 1) Participation via contest 2) Engagement via Game App
Desired results:
- Increase in Facebook fan numbers and activities by 20%
- Increase in Social Media Scoreboard in all areas i.e. strength, passion,
reach and sentiment within a year by 20%
- Increase in earned coverage and sales figures
14. THE APPROACH
“Seize the Zest” is a two tier campaign:
Engagement via Game App (one year) capitalising on its Facebook
page fans
Introduce a new game app whereby every player is an Orangina bottle, and
their objective is to harvest enough orange to go up the ladder in the
Orangina-world. Everyone starts off as a orange picker and the highest
level is the French courtesan.
There are 10 levels to unlock and each level gets them to move up no only
the ranking but also items for them to personalise each ‘Orange’ e.g.
classic, glamour, chic or funk.
Tapping into its Mediterranean heritage, the game is also done in dual
language as such each level also unlocks the level of French proficiency.
15. THE APPROACH
“Seize the Zest” is a two tier campaign:
Participation via Mocktail and Cocktail recipe contest (3 mths)
Identify key opinion leaders among the bartender community e.g. Vince Ang,
Lawrence Lee and Alvin Wong to be judges for the Seize the Zest contest.
Invite blogger(s) as well as bartenders and mixologist to the media event,
unveiling the contest mechanics and the judges. This will be posted in
Facebook and hyped-up in blogger community.
The finalist will be selected based on recipe voting on Facebook and the
finals selection by the judges in a ‘live’ event. This event will be open to the
public with
