For Orangina, the natural premium lemonade with real fruit pulp, we were asked to stage the campaign idea "turn it around first" on the beverage can.
The objective was not only to articulate the turning of the bottle to distribute the fruit pulp, but also to convey the basic attitude of the brand. Because Orangina stands for a positive, sunny attitude as well as fun and joy in life. The can should be in no way inferior to the iconic Orangina bottle.
The primary campaign idea is based on the special feature that the lemonade has a high fruit flesh content. Therefore, before opening it, the motto is: "Turn it around first!".
Under the motto "Turn it around", the action becomes a brand attitude that encourages people to change their perspective more often in order to see the positive side of everyday adversities.
For the can design, we focused on the iconic bottle shape and the upside down position for distributing the fruit pulp, which we staged as an eye-catching key visual.
On one side of the can, the Orangina bottle is upside down, on the other side of the can it is depicted in the upright position. The result is a unique design with high visibility and impact on the shelf, which underlines the positioning of the brand.
