Dynamic Marketing Communiqué

Shake, shake, shake! Find out how this brand incorporated its culture into a well-recognized nuisance! [Fridays: Gorillas of Guerrilla Marketing]

January 8, 2021

Imagine you are walking alone on a street one sunny afternoon.

As you reach inside your bag to get your water bottle, you realize you left it at home and it would take you more than an hour to go back.

Your mouth is starting to get dry due to thirst.

Fortunately, there’s a vending machine that contains various drinks on the other side of the street. Exactly what you need at the moment!

The problem is… after paying for your choice of drink, the bottle gets stuck inside the machine. Now, you’re shaking and tapping on the dispenser with all your might.

UGH, it’s so frustrating!

What if that’s exactly the goal of the brand that owns the machine―for people to actually shake it?

In 2017, one beverage brand used that concept for its marketing campaign.

Orangina is an orange juice brand that originated in Algeria in 1933. Its juice is made from carbonated water, 12% citrus juice, 2% orange pulp, and high fructose corn syrup.

DMC%23100-7.png

The beverage brand is widely popular in France, Switzerland, Japan, North Africa, and North America.

The Heritage of The “Shaking Motion”

Orangina’s reputation is built on four pillars:

  • –   Taste and texture
  • –   A lightly sparkling mouth feel
  • –   The “shake ritual”
  • –   A brand heritage associated with “memories of French summer holidays”

Due to the brand’s unique recipe that includes real orange pulp, its ritual of “shaking before drinking” has led to the tagline:

“Shake The World!”

This reminds consumers that the Orangina juice is best served when shook.

Since then, the brand has also been known for making witty advertising campaigns.

One of those campaigns is…

The #ShakeTheDispenser Campaign!

In November 2017, Orangina observed that although shaking the bottle was part of its DNA, some of its consumers still forgot to shake their orange juice, thus missing out on its pulpy texture at the first few gulps.

In fact, when the brand began making orange juices in a can, more people forgot to shake the beverage!

That’s what pushed them to launch a fun and viral street marketing campaign.

Partnering with French creative agency Buzzman, the campaign team designed machine dispensers in the shape of an Orangina can.

They didn’t stop there!

The team deliberately designed the machines to be mobile and easily “shakeable” to help get its campaign message across.

Once the Orangina dispensers were fully functional, they were placed on two of the busiest locations in France: The La Défense business district in Paris and Lille Europe railway station.

Here’s where the fun began…

When unsuspecting passers-by placed a coin in the machine to get a drink, a can of Orangina juice rolled forward and then…

Click!

The can got stuck inside the machine.

This happened to thirsty consumers EVERY. SINGLE. TIME.

To help them quench their thirst and ease their frustration from having their drinks stuck in the dispenser, a screen on top of the machine lit up, informing them that they had to shake it to get their beverage.

Like a punching bag, the machine was shaken and shoved by consumers who were eager to get their drinks.



Once the machine thought its orange juices were shaken enough, the stuck can was released, backed by a round-of-applause sound effect.

Phew, that’s such a memorable experience to quench one’s thirst!

Was Orangina’s #ShakeTheDispenser Campaign Effective?

Just 48 hours after the campaign was launched, Orangina raised awareness about its “Shake The World” tagline and reminded consumers to let its iconic shake ritual live on.

This was so that they can enjoy the right mix of juice and pulp!

Other results of the campaign were:

  • An 89% growth in revenue in 2017, the highest percentage of growth in the company’s history
  • An increase in sales by 35% in the first 3 months after the launch of the campaign
  • Contributed to the 66% rise in retail sales value in 2018

As a beverage brand, Orangina did not create a new concept behind its campaign. Instead, it cleverly hooked on a well-recognized nuisance―having a drink stuck in a vending machine―and turned it to a perfect platform for a fun brand activation.

Another interesting thing about this campaign?

Customers’ initial frustrations became an opportunity to share their experiences and amusement about the Orangina product!

Just like what American politician Carl W. Buehner said:

“They may forget what you said―but they will never forget how you made them feel.”

As a business owner or marketer, what are those things that you can use to leave a memorable and engaging experience for your customers and target market?

It doesn’t necessarily have to be a brand new concept. It can just be a common routine that people go through like waiting at a bus stop, drinking coffee in the morning, etc.

Once you’ve identified that suitable idea for your brand, start building your campaign around it.

Who knows? That “common” concept could be the key for your customers and target market to better recall your brand and how it made them feel.

Think about Orangina’s #ShakeTheDispenser Campaign.

If you were one of those people who experienced the campaign firsthand, would you easily forget about it?

You wouldn’t, right? You might even remember it for the rest of your life, especially every time you get a hold of an Orangina juice can or buy a drink from a vending machine.

Besides, after all the shaking and shoving, wouldn’t you feel more deserving to drink that orange juice?

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing is inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s Gorillas of Guerrilla!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research
www.valens-research.com