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The funny sodas team!
08/12/2013
07/12/2013
Moment of folly: Sodastream
What is it?
Sodastream is a machine’s brand which allows to create itself his sparking
drinks, with tap water and the add of a concentrate.
Where it
comes from? Sodastream is distributed by OPM France since 2008.
This
concept is quite successful, as the home-made is trendy such as machines to
make yourself your own bread. 6.5 million of machines has been already sold worldwide.
What can be
really interesting in this concept is a possible co-branding with Orangina or
Fanta. In association with Sodastream, they could sell contentrates of orange
or others tastes and the consumer will be able to reproduce the product at home
for cocktails and so on. Orangina and Fanta could develop special concentrate
bottles like Nespresso developed his own capsules.
Nevertheless,
it is not so much likely because Sodastream already sells his own concentrates
with a lot of different flavors including orange one.
Furthermore,
Sodastream and machines to create his own sparkling drinks in general are a
threat for mass retail drinks. According to some rumors, Pepsi Group tried to
buy Sodastream for 2 million dollars. But it is to develop this business with
his already existing brands or to kill the concept?
So a threat
or a partner? Wait and see….
For more
information: Site de Sodastream
By Smiling Banana!
Sources: Les Echos
Brand resonance Pyramid
Thanks to the analysis of Fanta and Orangina (POS & POD, positioning…)
and a survey, we can now build the brand’s resonance pyramid.
The brand resonance pyramid illustrates the four steps that a brand has to follow in order to get a strong
brand equity.
By the Funny Sodas Team!
Sources:
Survey conducted among 103 people.
Questionnaire Link: https://docs.google.com/forms/d/1j3uERgAFWB93Gvqv7gcbVSQFFYqXDQpMju1WObJcMzM/viewform
To download the results, please click on the following link: https://www.dropbox.com/sh/katq0yq73dviq5d/ET9_lqqS-E
05/12/2013
Perceptual Mapping
Thanks to a survey we conducted, we are now able to build the perceptual map. Please find it below:
By Bloody Orange
Sources:
Survey conducted among 32 people.
Questionnaire Link: https://docs.google.com/forms/d/1U-0BOGlyD8HnVJ70WUQkfV-dOYMH6KZsW19xekcapFQ/viewform
To download the results, please click on the following link: https://www.dropbox.com/sh/bfrru142fdp0tkk/i9VaVC0DnN
02/12/2013
Brand Image evolution
In this
article you will find two interesting movies about Fanta and Orangina’s
history. These two movies show how the brands have built their notoriety and
also show the evolution of their communication strategy.
ORANGINA
How to reach a new target: teenagers? In this video, you will find a very good overview of Orangina’s communication history.
Orangina’s
communication has changed over the years and was influenced by different people
and partnerships.
Effectively, Orangina has been supported by the best people
of each period: Bernard Villemot (famous poster designer), gave opportunity to
new movie makers who succeed few years after working with Orangina ( Jean Paul
Goude – La Fayette Creation , Alain Chabat – actor )…
Orangina also
made a lot of partnerships especially with TF1, music partnership with the Lambada
song in 1989 and other later on, partnerships with comedians like Jamel
Debbouze and even partnerships with companies like Haribo, NRJ etc…
But even
with these partnerships, Orangina had difficulties to reach the teenagers and
it was really important to reach them because the competition was really hard.
After Lain Chabat’s TV commercials, Orangina created these strange animals for
their campaign to reach its new target.
It could be
a little bit confusing when you see all these changes in the brand communication, but it
shows that Orangina tries to be innovative and always connected with the
trends.
Motto evolution:
“Orangina, mieux qu’un soda” - "Orangina, better than a soda"
« Il faut secouer la bouteille d’Orangina pour bien
mélanger la pulpe d’orange » - "Shake the Orangina Bottle to mix the orange pulp"
“ Secouez-moi, secouez-moi” - "Shake me, Shake me"
“ Mais pourquoi est-il si méchant? Mais parce
queeeeeeeeee » - "Why is he so bad? Becauuuuuseee"
« En cas de soif, appelez Orangina » - "If you are thirsty, call Orangina"
« Orangina et sa pulpe » - "Orangina and its pulp"
« Naturellement pulpeuse » - "Naturally pulpy"
FANTA
Go to 1.30min
Fanta’s
target has always been the teenagers/young people. The target was defined at
the very beginning of the brand conception. This brand was built in Germany after World
War 2 by the Coca Cola Group and it is much more difficult to find information
about what they did at the very beginning of the brand activity. In this movie you will understand the Coca Cola Group's strategy. What
differentiates Fanta from Orangina is that this brand is very international and
all its communication is internationally based.
We can see
it in the evolution of its motto:
" Nothing is better than Fanta"
"Share the Fun"
"The fun will find you"
" Fanta, vis ta vie maintenant" - "Fanta, live your life now"
"Fanta, libère
ton imagination" - "Fanta, release your imagination"
"Fanta, welcome to the world"
"Plus c’est Fanta, moins c’est sérieux" - "More Fanta, Less serious"
By Crazy Lemon!
30/11/2013
Brand extensions
Brand extensions of Fanta and Orangina
'Brand Extension' is a common method of launching a new product by using an existing brand name on a new product in a different category.
A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering.
Brand Extension of Fanta
“Fanta milkshake recipe”
There is a website called Coca Cola Conversation shares a lot of blogs that tells the story of Coca Cola, the extension use or products of Coca Cola. About Fanta, it presents a recipe about how to make Fanta milkshake! It sounds amazing!
During November and December 2012, labels on Fanta Orange bottles contained thermochromic ink which revealed a challenge to consumers to perform a "Funstigator" task such as "High-five someone wearing orange," "Pretend you're a ninja" or "Do the robot." The core activity of the summer campaign was a Fanta Funstigator gaming application available on the FANTA Australia Facebook page and as a smartphone app from the Apple App Store or Google Play.
Fanta x Apple Apps Store
When we search the keyword “Fanta” in the app store there are a lot of applications that suit for iPhone or iPad. Most of them are games, and the others are Music/Entertainment. In the Games, there are several characters that same in Fanta Website, so it can make the brand culture deeply rooted in customers’ mind.
Brand Extension of Orangina
Orangina has launched several co-branding strategy in order to communicate with a particular target. At first, Orangina usually thought as “Children’s drink”, for the sake off enriches its marketing segmentation, they decided to create a partnership with NRJ, the famous pop music radio among the youth.
ORANGINA NRJ Réunion Distributions
Orangina also choose Lee Cooper, a jeans brand, to make co-brand cans.
Orangina with its unique recipe is already a cocktail in itself so it is perfect for fruit based cocktails!
In conclusion, brand extension makes the brand possible to develop a product line that is often sold in a separate distribution channel. It can meet more consumers’ needs and access to the goal or target.
'Brand Extension' is a common method of launching a new product by using an existing brand name on a new product in a different category.
A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering.
Brand Extension of Fanta
“Fanta milkshake recipe”
“Fanta-stic use of thermochromic
inks on interactive packaging”
During November and December 2012, labels on Fanta Orange bottles contained thermochromic ink which revealed a challenge to consumers to perform a "Funstigator" task such as "High-five someone wearing orange," "Pretend you're a ninja" or "Do the robot." The core activity of the summer campaign was a Fanta Funstigator gaming application available on the FANTA Australia Facebook page and as a smartphone app from the Apple App Store or Google Play.
Fanta x Apple Apps Store
Brand Extension of Orangina
Orangina has launched several co-branding strategy in order to communicate with a particular target. At first, Orangina usually thought as “Children’s drink”, for the sake off enriches its marketing segmentation, they decided to create a partnership with NRJ, the famous pop music radio among the youth.
ORANGINA NRJ Réunion Distributions
Orangina -Orange soda-330mL-LEE COOPER "EN UN IN-France
The Perfect Mix! à Orangina Cocktial Recipe
In conclusion, brand extension makes the brand possible to develop a product line that is often sold in a separate distribution channel. It can meet more consumers’ needs and access to the goal or target.
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