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?
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"
