Abstract
In November 2009, the Japanese group Suntory bought Orangina-Schweppes. Founded in 1899, Suntory was the pioneer in whisky manufacturing in Japan. Throughout the years, it built up an international recognition. Soft drinks and food goods enabled it to become a diversified drink and food manufacturer. Orangina is a sparkling fruit drink with a bottle that has become a world famous icon. Orangina is at the third place in the soft drink market.
Two or three key features of the product or service: Orangina is available with different flavors which are represented by different characters. The shaking concept provides all the fun of a soft drink in a healthier way. The brand uses different raw materials such as plastic, cans or glass, and also offers different volumes such as family pack or takes away bottle. The beverage is pulpy, juicy and zesty.
Estimated age and gender of the target audience:
They target in general the young people and the characters they use target more precisely a gender. For example the chameleon targets young boys from 15 to 20 years old; the bear targets athletes from 20 to 35 years old; they don't target women who have children, etc
