{"id":465,"date":"2007-11-13T14:23:59","date_gmt":"2007-11-13T14:23:59","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/11\/13\/la-nouvelle-campagne-orangina-se-concentre-sur-le-produit\/"},"modified":"2020-09-18T15:48:14","modified_gmt":"2020-09-18T13:48:14","slug":"orangina-naturellement-pulpeuse-2","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/11\/13\/orangina-naturellement-pulpeuse-2\/","title":{"rendered":"La campagne Orangina naturellement pulpeuse orient\u00e9e produit"},"content":{"rendered":"

Avec \u00ab\u00a0naturellement pulpeuse\u00a0\u00bb, Orangina n’en finit plus d’innover pour ses campagnes publicitaires.<\/p>\n

Orangina naturellement pulpeuse<\/h2>\n

Apr\u00e8s une grosse op\u00e9ration d’advergaming lanc\u00e9e en d\u00e9but d’ann\u00e9e (cf: mon post<\/a> sur le sujet) , voici que la marque qui , entre temps, a chang\u00e9 d’agence, vient \u00e0 nouveau faire parler d’elle gr\u00e2ce au nouveau spot publicitaire diffus\u00e9 depuis d\u00e9but novembre.<\/p>\n

\"Avec<\/a><\/p>\n

<\/div>\n

En 1 minute (spot version cin\u00e9ma), le petit film, plut\u00f4t \u00ab\u00a0gonfl\u00e9\u00a0\u00bb, concoct\u00e9 par l’ agence Fred Farid Lambert (FFL) bouscule tous les codes traditionnels de la marque et vient ajouter une nouvelle page \u00e0 sa saga publicitaire d\u00e9j\u00e0 fort riche (souvenez vous: les affiches de Villemot, les spots de Jean Jacques Annault, Jean Paul Goude, Alain Chabat et, plus r\u00e9cemment, l’\u00e9cole Sup d’Orangina).<\/p>\n

\"Orangina<\/a>
Orangina naturellement pulpeuse<\/figcaption><\/figure>\n

Pour reconqu\u00e9rir des parts de march\u00e9 et \u00e9largir sa cible, la boisson gazeuse, N\u00b0 3 des soft drinks en France, frappe un grand coup. Nouveau look, nouveau slogan, Orangina 2007 s’affiche comme la boisson \u00ab\u00a0naturellement pulpeuse\u00a0\u00bb la plus sexy et la plus provocante du march\u00e9.<\/p>\n

Mais qu’on ne s’y trompe pas, derri\u00e8re cette nouvelle production aux accents hollywoodiens, il n’y a pas seulement le g\u00e9nie cr\u00e9atif de l’agence FFL . La r\u00e9flexion marketing qui sous-tend cette campagne est r\u00e9elle et pertinente. Afin de s\u00e9duire un public plus large et d\u00e9passer la cible des adolescents, Orangina a choisi de concentrer sa communication sur son produit et d’affirmer ses diff\u00e9rences par rapport \u00e0 la concurrence.<\/p>\n

Pour y parvenir, la nouvelle publicit\u00e9 Orangina r\u00e9ussit l’exploit de marier deux notions apparemment inconciliables:le naturel et la sophistication. Et c’est une r\u00e9ussite.<\/p>\n

Le naturel, c’est le \u00ab\u00a0plus produit\u00a0\u00bb qui permet de faire la diff\u00e9rence avec les soft drinks concurrents (Coca et Pepsi). L’ argument est rationnel et r\u00e9pond \u00e0 une demande de plus en plus forte chez les consommateurs. La sophistication et l’humour, c’est ce qui suscite la connivence, d\u00e9clenche l’envie et l’attachement au produit.<\/p>\n

Tr\u00e8s visuelle, cette campagne se prette, beaucoup plus que la pr\u00e9c\u00e9dente, \u00e0 des d\u00e9clinaisons sur tous les supports: Web, T\u00e9l\u00e9, Cin\u00e9ma, street marketing et m\u00eame viralit\u00e9 (le site Orangina <\/a>offre d’ailleurs la possibilit\u00e9 de transf\u00e9rer le spot \u00e0 un ami).<\/p>\n

Le film publicitaire est visiblement con\u00e7u avec la volont\u00e9 d’intriguer (plusieurs \u00e9crans de teasing sont propos\u00e9s en amont), d\u00e9ranger (ces animaux \u00e0 l’allure humaine et aux postures provocantes commencent par mettre mal \u00e0 l’aise), amuser (Orangina a su ne pas oublier l’humour qui a fait sa force dans les pr\u00e9c\u00e9dentes campagnes)… et finalement s\u00e9duire et convaincre.<\/p>\n

Pour d\u00e9couvrir le film <\/span>et en savoir plus sur les choix cr\u00e9atifs, lire l’article \u00ab\u00a0l’Orangina nouveau fait parler de lui<\/a>\u00ab\u00a0.<\/p>\n","protected":false},"excerpt":{"rendered":"

Avec \u00ab\u00a0naturellement pulpeuse\u00a0\u00bb, Orangina n’en finit plus d’innover pour ses campagnes publicitaires. Orangina naturellement pulpeuse Apr\u00e8s une grosse op\u00e9ration d’advergaming lanc\u00e9e en d\u00e9but d’ann\u00e9e (cf: mon post sur le sujet) , voici que la marque qui , entre temps, a chang\u00e9 d’agence, vient \u00e0 nouveau faire parler d’elle gr\u00e2ce au nouveau spot publicitaire diffus\u00e9 depuis …<\/p>\n","protected":false},"author":17,"featured_media":56958,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nLa campagne Orangina naturellement pulpeuse orient\u00e9e produit<\/title>\n<meta name=\"description\" content=\"Avec "naturellement pulpeuse", Orangina n'en finit plus d'innover pour ses campagnes publicitaires. 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