Grey London has created E4’s first branded stings in a deal brokered by Mediacom. The playful animations are a continuation of Orangina’s highly successful brand repositioning campaign “C’est Shook,” which launched last August. They break this week and will run throughout the summer. The eight stings have been illustrated by the original and idiosyncratic animator Pencil Bandit. With scenes ranging from a game of spin the bottle at a retirement home to a laid back volleyball rally featuring two very French waiters and a bottle of Orangina, each brings to life the quirky world of Orangina, celebrating the ritual and iconic bottle shake and the brand philosophy that “Life is flat unless you shake it.” It also has an unmistakable French vibe, even though it was created by a British agency.
“The C'est Shook campaign re-awakened the iconic brand in the mind of the British public”
Darren Wright, Creative Director at Grey London, said: “Orangina’s philosophy that life is flat unless you shake it, is aimed at those who rejoice in the slightly less ordinary. The brilliantly quirky Pencil Bandit was the perfect person to bring our ideas to life. His playful, distinctive style ensures each animation embodies this philosophy to a T, as does the partnership with E4 itself, another brand that, like Orangina, likes to behave slightly differently.” Dan Bixby, Deputy Agency Principal at Channel 4, added: “4Sales wanted to find the right partner for E4’s first ever branded stings and Orangina and the ‘C’est Shook’ campaign proved to be the perfect fit. ‘E stings’ have a reputation for being innovative so we’re delighted with Orangina’s quirky take and we’re sure they will appeal to E4 viewers.”
“This new partnership will help make Orangina central to our audience’s entertainment and leisure time”
Grey London’s new work follows the highly successful launch of the “C'est Shook” campaign last autumn, during which awareness shot up significantly as Orangina embedded its uniquely French brand personality and heritage with consumers. The campaign aims to reposition the soft drink as a premium adult drink, connecting with those who remember it from childhood holidays in France. The campaign title, meanwhile, plays on the fact you have to shake the bottle before drinking it. The campaign has been the first major piece of work created by Grey London after it won the business in October 2014.