Orangina has launched an online dating show as part of a £3m investment in the citrus sparkling brand to get consumers to fall back in love with it.
Owner Lucozade Ribena Suntory (LRS) appointed content agency Somethin’ Else to create the series, called the Tour D’Amour, which is aimed at urban millenials. The Video sees a group of friends as they go through a series of dates on a travelling bus.
At each stop potential couples decide if they want to get off the bus and have a date or ‘shake it up’ and meet a potential new partner. The series is presented by Radio 1 DJ, Alice Levine.
Daniel Lee, content marketing manager for Lucozade Ribena Suntory, said, “We analysed our target audience’s interests and found romance was an area for content where we can add value to their lives. Somethin’ Else presented us with an idea that showed an understanding of how brand objectives could be aligned with a compelling video series”