…ducting research into our consumers it came to our attention that people have great memories of the Orangina brand. With our new campaign we want to reach ‘Open Socials’ — 22 to 30 year olds who are willing to pay for quality and who are looking for new experiences. ‘Life is flat unless you shake it’ will take the shake ritual from a physical action to a more emotional territory.” Jamie Nascimento, Marketing Manager, Brand Integration at LRS
The philosophy that ‘life is flat unless you shake it’ is aimed at those who rejoice in the slightly less ordinary; the ones who want to add a little extra pizzazz to their daily lives. This premise commands the brand’s behaviour from media planning through to creative.