This summer Orangina is landing on the roads of the Grande Boucle to make the Tour de France sparkle with his colorful and “shaken” caravan and a certain Laurent Gina, who we don’t yet know if he’s more of a sprinter or a climber but who will certainly do the buzz. What device for Orangina on its first of three years of partnership with the Tour? Answer with Andréa Gaussot, Brand Manager of Orangina, whom we met.
Bruno Cammalleri: Why did Orangina arrive at the Tour de France in 2023?
Andréa Gaussot : It is above all several planets that have aligned themselves so that this partnership can see the light of day. Beyond the sporting event that is the Tour de France, it is the meeting of two heritage brands with common values: the color yellow, the French side, shaken, positive and benevolent. This is what we want to tell. We have a mission in common with the Tour de France, which is to make spectators smile. The event was all found and that is the reason for our association with the Grande Boucle. We are already delighted with our first year on the Tour de France and we are convinced of the “match” between the brand and the event. We hope to write a very beautiful story with the Grande Boucle over these three years of partnership. In addition, it should be remembered that Orangina has already had sports partnerships, particularly around rugby (FFR and RCT). This choice was made at the time to underline the shaken side of the brand.
Bruno Cammalleri: A somewhat unusual rider made the public smile this year. Who is Laurent Gina?
Andréa Gaussot : Today we are precisely in reveal of this Laurent Gina activation. We are going to tell this story and this association with this rider who is on our publicity trailer float. Through this activation, we wanted to use the codes of the event and the signs of supporters that we see blooming on the sides of the road with real or false names of cyclists. For us the pun was all found with Laurent Gina. We created this fictional character to generate interest around the brand and the partnership.
Bruno Cammalleri: What are the other activations implemented by Orangina on this Tour de France?
Andréa Gaussot : We want to reach the consumer throughout his journey. Via the roadside advertising caravan and our 4 vehicles first, and then we want to touch him in the supermarket and when he consumes his Orangina on the terrace. For this we have a device to highlight in stores around our limited edition and in particular our three collector cans with the effigy of three shaken stages of the Tour which are the Champs-Elysées, the Tourmalet for women and Morzine for men. . We also have a media plan to reach consumers on their sofa with a TV spot broadcast in particular on France Télévisions highlighting our partnership and our limited edition.
Bruno Cammalleri: Can you tell us more about these three shaken stages?
Andréa Gaussot : Indeed, we have launched a limited edition with three collector cans and consumers will be able to enjoy 3 cans embodying “the rockiest roads of the Tour”. The decorations of these stages were printed on our cans. The idea behind this limited edition is to recount three “shaken” stages of the Tour: the choppy cobblestones of the Champs-Elysées, the crazy descent to Morzine and the bends of the Tourmalet.
Bruno Cammalleri: How many vehicles is the Orangina advertising caravan made up of?
Andréa Gaussot : Animated by 11 caravanners, our caravan is made up of 4 vehicles: the iconic ball bottle at the start of the caravan, then 3 colorful and festive long vehicles. In addition to spreading her good humor, she showed great generosity by distributing 25,000 bandanas and 200,000 15cl cans to the public. The opportunity for Orangina to rediscover its historic recipe with a unique taste that combines orange in all its forms and fine refreshing bubbles.
Bruno Cammalleri: Orangina is also an official supplier of the Tour de France Women with Zwift…
Andréa Gaussot : For Orangina the two Tours were inseparable and we really wanted to bring our official supplier status to both events. We will not activate our partnership with the Tour de France Women as much as we would like this year, but we will do so more strongly next year.
