Orangina is a French national beverage, even though the idea of a beverage made from fresh oranges originated in Algeria, a country famous for its orange plantations. While looking at the warehouses full of fresh fruit, Leon Beton from Algerian town of Boufarik, thought about the different ways one could enjoy oranges all year round. He dreamed about a formula for a beverage made from oranges grown in his country.
In 1936, at the fair in Marseille, he made a fateful acquaintance that a few years later would result in the creation of the most natural carbonated beverage in the world. Dr Trigo, a Spanish pharmacist, had already been making Naranjina, an orange-based beverage. Leon Beton bought the formula from him and started producing the drink in Algeria.
France, the land of art, fashion and hedonism, remained bleak after heavy war losses of the Second World War. There, Orangina first appeared in cafés which people started frequenting again in an attempt to return to normal life. The taste of Orangina evoked the joy of summer and its unique appearance helped it become a hit in the post-war France.
In 1953, Bernard Villemont devised Orangina’s first advertising campaign. The poster showed an umbrella shaped like an orange peel – the brand was born.
In 1972, Orangina reinforced its identity through a TV campaign. To this day, ‘SHAKE IT!’ has remained the recognizable Orangina slogan.
From the very start, Orangina has been a brand trying to redefine the existing rules of marketing, the evidence of which is its unique packaging and advertising.