Orangina's 'Upside-Down Can' Forces Consumers to Shake the Pulp Inside
Laura McQuarrie — June 30, 2016 — Lifestyle
Orangina's new 'Upside-Down Can' design emphasizes the fact that its beverage products must be shaken in order to enhance the taste of its product.
The pulp in the carbonated citrus beverage needs to be mixed up and this has been an ongoing message that's been shared through many marketing initiatives from the brand. Now, Orangina has introduced a new type of can that seems to be missing an opening—the smooth-topped can simply needs to be flipped over in order for the pull tab to be removed for drinking. Since many consumers know not to shake cans because soda is typically packaged inside, the upside-down design forces people to think and act differently.
This inventive packaging solution developed for Orangina by Parisian agency BETC received a Silver Lion in Outdoor at Cannes.
The pulp in the carbonated citrus beverage needs to be mixed up and this has been an ongoing message that's been shared through many marketing initiatives from the brand. Now, Orangina has introduced a new type of can that seems to be missing an opening—the smooth-topped can simply needs to be flipped over in order for the pull tab to be removed for drinking. Since many consumers know not to shake cans because soda is typically packaged inside, the upside-down design forces people to think and act differently.
This inventive packaging solution developed for Orangina by Parisian agency BETC received a Silver Lion in Outdoor at Cannes.
Trend Themes
1. Shake-emphasizing Beverage Packaging - A trend in beverage packaging that emphasizes the importance of shaking the product to enhance its taste.
2. Disruptive Can Design - A trend in innovative can design that challenges consumers to think and act differently.
3. Immersive Marketing Initiatives - A trend in marketing initiatives that aim to immerse the consumer in the product experience.
Industry Implications
1. Beverage Packaging - There is an opportunity for disruptive innovation in the field of beverage packaging that emphasizes the importance of shaking the product.
2. Can Manufacturing - The upside-down can design presents an opportunity for disruptive innovation in the can manufacturing industry.
3. Marketing and Advertising - There is an opportunity for companies to create immersive marketing initiatives that capitalize on unique product features, such as the shake-emphasizing design of Orangina's new can.
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