Orangina is a French national beverage, but the idea of a beverage made from fresh oranges originated in Algeria, a country famous for its orange plantations. Leon Beton lived in Boufarik, Algeria. While watching the warehouses full of fresh fruit, he thought about the different ways that oranges could be drunk year-round. He dreamed about a formula that would let people around the world drink a beverage made from oranges from his country.
At a fair in Marseille in 1936, he made the fateful acquaintance that a few years later would result in the most natural carbonated beverage in the world. Dr. Trigo, a Spanish pharmacist, was already making an orange-based beverage that he called Naranjina. Leon Beton bought the formula and started producing the drink in Algeria.
After World War II, France, the land of art, fashion, earthly pleasures, remained dull and struck by heavy war losses. Orangina first appeared in the French market in cafés where people were again gathering, trying to return a normal life. Orangina awakened the joy of summer, and with its unique appearance, it became a hit in post-war France.
In 1953, Bernard Villemont designed Orangina’s first advertising campaign. The poster showed an umbrella shaped like an orange peel – THE BRAND was BORN!
In 1972, Orangina strengthened its identity with a TV campaign – SHAKE IT!, which has remained the recognizable Orangina slogan until today.
From the very start, Orangina was a brand that redefined the existing rules of marketing because of its completely different way of advertising and packaging. The bottle has remained unchanged since the beginning, and its distribution has focused on the HoReCa channel.