This summer, I went on a tour to Europe with two high school friends. We toured six countries in total: Germany, France, Switzerland, Italy,Czech Republic and Austria. Beside the memories of seeing and admiring all the fancy arts and historical sites, I vividly remember my first ever “Orangina” bought in a “RELAY” convenience store in Paris. (I now know this product exists in Canada as well, but I never tried one.)

I didn’t know it tastes like “Fanta”. It is just another kind of carbonated orange juice after all. However, I thought it was special before I purchased it. Just look around, their billboards are everywhere! What really caught my eyes was the uniqueness of these posters: in each one of them, there is a personified animal (a cougar, deer or bear) wearing sexually appealing dresses (swimsuits or underwear, etc.)

The sexualized and provocative contents differentiated “Orangina” posters from all the other billboards I saw on Parisian streets. Despite the controversy regarding the context of these adverts, they still stirred up my curiosity. I can say that, in conclusion, their marketing strategy at least won them a new costumer.

Orangina’s unique marketing campaign certainly is a double edge sword. New costumers are attracted and could possibly return after their first experience. However, I’m not sure how many costumers they’ve lost due to this move. In theUK, for example, this series of commercials caused outrage for its vexing content.

Due to the lack of data on hand, I can’t say if the benefits have overshadowed the costs or the other way around. Even if Orangina’s campaign turns out to be a failure, it would still be interesting to look at.

P.S: A peek at the”freaky” TV commercial by Orangina.

Guys, you should know that my name is Jonathan Chen by now. I came from China, that you can also tell from my name. Like most of you, I am a second year Sauderites. As a matter of fact, I have never spent much time thinking about a possible career in marketing. It’s probably because I have little knowledge regarding this aspect of commerce, I am comparably more interested in finance and accounting. However, it is never a bad thing to learn more and expand one’s vision, so I’m glad that Sauder included Comm 296 in my STT.

Living in the 21st Century, my daily life has been immerged in different elements of marketing: TV commercials, billboards in the subway station and on the roads, advertisements beside my emails and much more. To make them less annoying, marketers designed diligently to make those ads entertaining for bored consumers like me. Sometimes a great commercial could just make my day (exaggeration used here, but you get what I mean)!

Before I introduce my favorite commercial, I would start with joke: “This morning I saw a butterfly with no wings, so I poured it some Red-Bull…It drowned.” 

This refered to the “Redbull gives you wings” campaign done by the energy drink company. It became so popular that jokes around its slogan can be found online! This turns out to be one of my favorite commercials.

Sit back and enjoy! Have a nice day by the way.

P.S: 

Last Tuesday, I dined in a Chinese restaurant on Dunbar street (where I currently live) and my fortune cookie told me that, “life will shower happiness upon you.” I felt even happier since then. This strengthened my belief that “happiness is an attitude.” Everyone can be happy, why arn’t you.