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.