Orangina’s Ingenious Upside-Down Can Forces You to Mix Up the Pulp

BETC's packaging solution to the beverage's unusual problem

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Lots of Orangina's marketing is about shaking up bottles of the stuff—to mix up the pulp, which makes the carbonated citrus beverage taste better.

"An advertising guy told me there was a weakness, and we're going to make a strength out of this weakness by saying, 'The bottle needs to be shaken,' " Orangina's founder, Jean-Claude Beton, said in an interview a few years before his death in 2013. "Television offered an opportunity to shake things."

Orangina's most recent marketing coup, though, was not in TV but in packaging.

Along with its distinctive bottles, Orangina is also sold in cans nowadays. But people are hard-wired not to shake up cans. So, Paris agency BETC came up with a clever solution: the Upside Down Can.

Check it out below.

It's a simple, delightful little packaging trick, the kind of beverage-can innovation that actually solves a product problem—and isn't tech for tech's sake. The work earned BETC a Silver Lion in Outdoor at Cannes last week. 

@nudd Tim Nudd is a former creative editor of Adweek.