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.

One thought on “Orangina’s beastly ad shakes up UK

  1. yes, a freaky ad indeed, but the amount of pick-up they’ve got online and in the press almost certainly justifies their initial investment many times over.

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