Xcite’s history in producing brand-growing events coupled with their strategic audience insight
Orangina is an iconic heritage brand. Audiences have previously identified the carbonated beverage through just the slender curve of its bottle as they anticipate its bubbly pour. Yet with the drinks market becoming increasingly saturated, the brand needed to reinvigorate its persona to stay relevant to ever-evolving consumer interests and demands. Xcite’s history in producing brand-growing events, coupled with their strategic audience insight meant they were the natural choice to activate a memorable experiential campaign.
With competition increasing within the soft drinks market, Xcite needed to conceive a stand-out event, re-energising Orangina’s unique qualities into new experiences relevant to contemporary consumers.
Consumers have historically drunk Orangina by shaking its bottle before opening and enjoying the full force of its vigour. Engaging audiences with this element of Orangina’s history, the team needed to carve a fresh narrative in line with the developed tastes of today’s consumer.
This meant the team needed to curate one event filled with varied activities and unforgettable experiences. Integrating diverse activities requires highly choreographed logistical planning and flawless on-site delivery.
The team needed to ensure every moment would resonate with guests, including top A-listers activating social shares to increase reach and forging lasting memories and brand affinity.
Xcite conceived a contemporary narrative, with the concept that just like the roll of a dice, shaking a bottle of Orangina triggers a new, unexpected and adventurous experience. Designing and installing the full set, Xcite transformed the pop-up space into a luxurious French Riviera Clubhouse, evoking the brand’s origins.
Running through a series of spaces, guests rolled a dice to decide their route as they navigated multiple experiences and enjoyed unanticipated twists. With Xcite’s brand ambassadors on hand to help guests roll the dice and direct the flow of events, Xcite delivered performances from Tokio Myers and top talent including mystical magicians and contortionists.
With invitees including Oliver Proudlock, IV Rox, leading journalists, bloggers and industry heads twisting their way through the team’s eye-catching set and soaking up the entertainment, Xcite ensured the on-brand message ‘life is better shaken’ resonated with all.
An explosion of social media activity following the event saw Orangina’s reach significantly increase, making the brand desirable to wide-spread audiences.