Category Archives: Orangina

Orangina’s beastly ad shakes up UK

Noah never saw this coming. Orangina’s hyper-sexed ad, featuring animals lap-dancing until juice explodes, is drawing protests in the UK now. Parents say it’s a kids’ drink so how could owner Dr Pepper Snapple Group think this is appropri…

Oh, wait. Got us again. This is yet another example of dual-standards advertising, in which a company seeking online buzz pushes too far in the mass media, then protests — what? offensive? we’re sorry! — while the blogosphere latches on and amplifies the message. This approach seems especially effective for brands trying to reposition themselves to the teen/young adult market, most likely to send the message viral.

Don’t believe us? The Orangina ad ran in France in 2007 and quickly was scorned by Adweek as a freakiest ad of the year. Now, eight months later, it’s rolled out in stalwart England?

Recent players in this whoops-don’t-watch-but-please-pass-along space include Calvin Klein, Burger King, JC Penney, and Miley Cyrus. Though no one beats Cadbury back in 1969.