Orangina Schweppes - Gini Angel or Demon

The lemon-flavoured soft-drink Gini, owned by Orangina Schweppes Belgium, had been declining for several years because of young people preferring sweeter soft drinks.

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...

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