Shake, shake, shake! Find out how this brand incorporated its culture into a well-recognized nuisance!
But what if that’s really the essence of that machine, because it wants you to do something more to get your order? This brand used just that concept in the best possible way! Keep reading to know how this orange juice brand made a lot of consumers “sweat it out” before giving them their orders.
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Shake, shake, shake! Find out how this brand incorporated its culture into a well-recognized nuisance! Imagine you are walking alone on a street one sunny afternoon. As you reach inside your bag to get your water bottle, you realize you left it at home and it would take you more than an hour to go back. Your mouth is starting to get dry due to thirst. Fortunately, there’s a vending machine that contains various drinks on the other side of the street. Exactly what you need at the moment! The problem is… after paying for your choice of drink, the bottle gets stuck inside the machine. Now, you’re shaking and tapping on the dispenser with all your might. UGH, it’s so frustrating! What if that’s exactly the goal of the brand that owns the machine―for people to actually shake it? In 2017, one beverage brand used that concept for its marketing campaign. Orangina is an orange juice brand that originated in Algeria in 1933. Its juice is made from carbonated water, 12% citrus juice, 2% orange pulp, and high fructose corn syrup.
The beverage brand is widely popular in France, Switzerland, Japan, North Africa, and North America. The Heritage of The “Shaking Motion” Orangina’s reputation is built on four pillars:
– A brand heritage associated with “memories of French summer holidays” Due to the brand’s unique recipe that includes real orange pulp, its ritual of “shaking before drinking” has led to the tagline: “Shake The World!” This reminds consumers that the Orangina juice is best served when shaken. Since then, the brand has also been known for making witty advertising campaigns. One of those campaigns is… The #ShakeTheDispenser Campaign! In November 2017, Orangina observed that although shaking the bottle was part of its DNA, some of its consumers still forgot to shake their orange juice, thus missing out on its pulpy texture at the first few gulps. In fact, when the brand began making orange juices in a can, more people forgot to shake the beverage! That’s what pushed them to launch a fun and viral street marketing campaign. Partnering with French creative agency Buzzman, the campaign team designed machine dispensers in the shape of an Orangina can.
They didn’t stop there! The team deliberately designed the machines to be mobile and easily “shakeable” to help get its campaign message across. Once the Orangina dispensers were fully functional, they were placed on two of the busiest locations in France: The La Défense business district in Paris and Lille Europe railway station. Here’s where the fun began… When unsuspecting passers-by placed a coin in the machine to get a drink, a can of Orangina juice rolled forward and then… Click! The can got stuck inside the machine.
This happened to thirsty consumers EVERY. SINGLE. TIME. To help them quench their thirst and ease their frustration from having their drinks stuck in the dispenser, a screen on top of the machine lit up, informing them that they had to shake it to get their beverage. Like a punching bag, the machine was shaken and shoved by consumers who were eager to get their drinks.
Once the machine thought its orange juices were shaken enough, the stuck can was released, backed by a round-of-applause sound effect. Phew, that’s such a memorable experience to quench one’s thirst! Was Orangina’s #ShakeTheDispenser Campaign Effective? Just 48 hours after the campaign was launched, Orangina raised awareness about its “Shake The World” tagline and reminded consumers to let its iconic shake ritual live on. This was so that they can enjoy the right mix of juice and pulp! Other results of the campaign were:
As a beverage brand, Orangina did not create a new concept behind its campaign. Instead, it cleverly hooked on a well-recognized nuisance―having a drink stuck in a vending machine―and turned it to a perfect platform for a fun brand activation. Another interesting thing about this campaign? Customers’ initial frustrations became an opportunity to share their experiences and amusement about the Orangina product! Just like what American politician Carl W. Buehner said: “They may forget what you said―but they will never forget how you made them feel.” As a business owner or marketer, what are those things that you can use to leave a memorable and engaging experience for your customers and target market? It doesn’t necessarily have to be a brand new concept. It can just be a common routine that people go through like waiting at a bus stop, drinking coffee in the morning, etc. Once you’ve identified that suitable idea for your brand, start building your campaign around it. Don’t underestimate common routines! Who knows? That “common” concept could be key for your target market to better recall your brand and how it made them feel. It doesn’t matter whether you use a “common” concept or not. Your marketing success will depend on how you creatively and strategically execute your campaign. Think about Orangina’s #ShakeTheDispenser Campaign. If you were one of those people who experienced the campaign firsthand, would you easily forget about it? You wouldn’t, right? You might even remember it for the rest of your life, especially every time you get a hold of an Orangina juice can or buy a drink from a vending machine. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about how one tiny product generated MASSIVE buzz about its brand? See it on next week’s Gorillas of the Guerilla Marketing! |
