ORANGINA has been given a new identity in a bid to reach new target consumers.
Brand owner Lucozade Ribena Suntory said the new look is designed to “unlock the iconic heritage” of the drink while creating a new category it calls “special any day”.
Marketing manager Jamie Nascimento, said: “Orangina is currently worth £4.6m in the UK off-trade, which will accelerate rapidly as we unlock its untapped potential and transform it into an actively desired premium adult soft drink.”
A £4m marketing campaign will include TV advertising.
