Toni & Guy x Orangina

 

THE CHALLENGE

Orangina is a hugely popular drink in France, and the British public are not overly familiar with it, apart from holidays away. So Orangina have had a huge summer ’17 campaign where the heart of the campaign was driving trial, so consumers would fall in love with the taste. The campaign aim was to drive trial and genuine engagement with the right demographic, in the right environment and gather data to then follow through with research.

 

OUR THINKING

Orangina wanted to tap into the clients mindset of feeling cool, relaxed and pampered. This made TONI&GUY the perfect brand partner and environment to partner with. Clients could enjoy the drink whilst relaxing, enter a relevant competition where they could win a fabulous night in London with friends where they would get their hair done, stay in a top London hotel and see the hit new West End musical An American in Paris. 

 

SHINE'S SOLUTION

The starting point to build the partnership from was the volume of samples that the client wanted to distribute through TONI&GUY salons nationwide, which was 710,000 samples. We decided that the best plan was to split the campaign into 2 periods, the first being June and July and the second being September.

  • 710,000 mini-cans sampled between June and July and September in 230 salons nationwide
  • Frequent distribution plan devised to individual salons to help with storage
  • Advertorial page in the summer issue of TONI&GUY fashion and beauty magazine highlighting the competition
  • Competition entry button on in-salon WiFi across the country
  • Call to action to enter the competition on TONI&GUY.TV
  • Campaign reminder advert on TONI&GUY.TV in the mornings in-between 0900-1000 before salons open too keep compliance levels high
  • Campaign briefings to all salon staff from Regional Business Managers, email reminders and individual call arounds to each salon to go through benefits and compliance
  • Surprise and Delight cocktail making sessions in 12 central London salons in the afternoons
  • Staff prizes as an incentive to promote the competition 

 

THE RESULTS

This multi-layered campaign used various platforms creatively in order to tap into clients frame of mind and help form a positive emotional bond between the brands 

All samples were distributed with an overwhelmingly positive response from clients who loved the drink and love trying new products in TONI&GUY.

‘TONI&GUY was a great brand partner for Orangina, as we could tap into clients relaxed and positive frame of mind, whilst driving mass trail in a luxurious and fashion forward environment’ - Isobel Ross, Senior Account Manager – TRO

 

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