In order to create a community and to keep close
to their target, Fanta and Orangina not only use a media communication but also
a non-media communication.
Orangina - focused on
Sports and Party
RUGBY:
Since 2002 the brand has been one of the
official suppliers of the XV de France ( The French Rugby Team). Partner of
the “ 6 Stations tournament ”, Orangina
charged Maxime Musqua (a young and French journalist) with following the
players during this tournament and making little funny movies to share with
Orangina’s Fans on social networks.
Orangina reinforced its partnership with the “XV de France” in sponsoring the Beach Rugby Tour. The aim of this event is to popularize rugby
with vacationers thanks to different activities and tournaments with famous
players. A good visibility for Orangina in 10 different cities in France during
summer.
HANDBALL:
HANDBALL:
In 2011 and 2012, Orangina was the official sponsor of the French National Handball Teams (man and woman). A successful sponsorship because in 2011, the French Men Team won the tournament !
WAKE JAM TOUR:
In 2008 and 2009, Orangina also organized the Wake Jam Tour. What is Wake Jam Tour?
Free wake board initiations, professional shows, activities all day
long, 2 big pools => in 10 different big cities during June.
ORANGINA BEACH TOUR :
In 10 different cities in the south of France, Orangina “ shakes the
Mediterranean beaches” with fun activities like big playground slides, an
Orangina Bar, a DJ,many goodies and gifts to win! A perfect event to reach teenagers and new consumers.
STREET MARKETING OPERATIONS
La pin up d’or :
Experience Orangina! With a big bar on the
Seine Embankment, you could discover the “Golden Pin’up” and Orangina’s new
can!
See more here: La Pin Up D'Or
Miss O – can:
Fanta – focused
on Games and Party
Fanta made recently a partnership with the SODA serie (with the actor Kev Adams).
Kev Adams made a little movie where he rises the Fanta challenge. The objective
of this challenge is to win gifts and assist to a Soda shooting. A good partnership because Kev Adams is well appreciated by teenagers!
In 2009, Fanta made a partnership with the
famous game GUITAR HERO and created
the “Fanta Guitar Hero World Tour” Facebook game. Playing with this game, you could
win the Guitar Hero World Tour game and also a game console! This partnership is very clever and strengthened the gamification strategy.
In 2012, to launch the “Fanta Player game”,
Fanta made a partnership with the Asterix amusement park. Fanta created a
scavenger hunt into the amusement park: 200 duos had to find Fanta Totems, take
a picture with them and post the pictures on Facebook.
STREET MARKETING
FANTA BEACH ROAD SHOW
In 33 different cities in France, Fanta organized a Beach road show to
promote its new message “Attrape-moi si tu peux”. A big event with many
activities and so much fun! An event which seems bigger than Orangina’s one!
ROAD SHOW
To promote the new Fanta drink “Fanta, Château
Grokif “, Fanta organized in 2012 a road show with 2 Fanta buses. People
could go inside the bus and have some gifts.
Basic street marketing operation: cans delivery
on the street.
EXPERIENCE FANTA: "LIFT AND LAUGH"
Orangina and Fanta both capitalize on Non-media communication and are totally aware of the ncessity to get directly in touch with their target. In their non-media communication they both keep in mind and build their brand image, distinguish clearly themselves by these events and partnerships.
By Crazy Lemon!
htpp://www.petitweb.fr/actualites/comment-orangina-a-marie-studiobagel-et-golden-moustache/
http://www.sportsmarketing.fr/2013/03/05/orangina-maxime-musqua-tournoi-6-stations/
http://www.anolis.fr/blog/?p=1667
http://www.anolis.fr/blog/?p=1667
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