Here’s one for the books: Orangina just came out with a smutty ad campaign of sexed-up human-animal weirdness that’s so silly and off-kilter it hits the creative nail right on the marketing head. It’s the kind of proposition that’s so sexually over-the-top and cartoonish, it’s at once prudishly offensive and completely inoffensive. Which is why it's such a fun ad campaign to showcase—after all, the TV spot features a Flashdance reference!
No doubt, this “Naturally Juicy” campaign does a hell of a job of getting the Orangina brand name noticed and out there, even if at first it garners wide-eyed incredulity; watching the television ad is sort of like darting into a kaleidoscope-colored sex shop for the first time out of curiosity—you can’t help but feel a little bit dirty, even though you’re only looking. The entire campaign is so incredibly odd, so unapologetically in-your-face in a “sex sells” kinda way, and so fruity and explosive, you simply can’t look away.
Todd Mueller of Psyop, who worked with French-based FLL PARIS to produce this wacky marketing campaign, proudly defends it by pointing out that “it goes without saying that when you get the opportunity to spray Orangina all over the chest of a sexy bunny girl, you go for it." Wha...? Whatevz, it works (smirk).
Sure, it’s eons beyond anything this maker of fizzy-pulpy orange drinks has crafted before to market its stuff in Europe, but this titillating take on the otherwise lackluster refreshments is already making waves, leaving it’s fair share of WTF-blog entries and noisy ad campaign analyzes throughout parts of online.
Take note: After watching this television spot, you won’t be able to buy an Orangina during your next visit to the zoo. Actually, scratch that. I’m sure you won’t be able to NOT buy an Orangina next time you go to the zoo. It’s too much fun not too. Right?