Orangina Schweppes – Gini Angel or Demon
Agency name: Punta LineaClient name: Orangina Schweppes BelgiumCategory: Brand-building
BACKGROUND
History
Gini is a Belgian brand and exists since 1971.
The brand is bottled and distributed by Orangina Schweppes Belgium. The company is a small player in the soft drink market with limited resources (marketing budget, sales & merchandising teams) in comparison with the larger internationally driven competitors.
The Market
The soft drink market is highly competitive; especially the Lemon & Ginger segment. This part of the market had been declining for several years already due to children...