Rexam adds Fire and Ice to Orangina

Rexam has produced the first sleeved bottle for Orangina to promote the launch of their two new brand extensions - Orangina Fire and Orangina Ice.

Orangina Fire and Orangina Ice are the latest innovative additions to the Orangina brand to be launched onto the French market. They are directly aimed at teenagers who are looking for something unusual and exciting to experience: a breakaway from the usual Orangina market, which is focussed on young adults and families.

Both products are distinctively different and offer something new to the consumer. Orangina Fire contains citrus fruits and ginger, which gives it a light and spicy taste and makes it extremely refreshing. Orangina Ice, on the other hand, is an intensely, refreshing lemon drink. Both of these products feature the Orangina signature - real pulp - which is an integral part of the Orangina brand.

Orangina were looking for their packaging to have a striking presence in the market place, and for their first sleeved bottle to make a dramatic entrance. They wanted the bottle to stand out in an increasingly crowded market, and reflect the essence of the product - new, exciting, daring and unusual. It was also essential that the product be packaged in glass, as this version of the product was dedicated to the HORECA channel - historically very important to Orangina.

Rexam Glass´ 33cl One-Way bottle was the perfect solution. The bottle´s curves and style, combined with a stunning sleeve, provided an ideal vehicle for targeting the teenage audience. This long necked bottle is an unusual choice for a carbonated beverage in France, which just adds to the innovative nature of the product and emphasises to the public that it is something different. Design company Landor and Orangina worked together to develop the design for the sleeved bottle.

The entire packaging cycle, from initial concept to launch, was less than five months.

Since their launch onto the French market in April, Orangina Fire and Orangina Ice have been meeting the expectations of both the trade and consumers.

Orangina is part of Cadbury Schweppes plc and is the number one soft drink in the coloured carbonated sector in France, with a 6.2% share of the market.