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Orangina Upgrade Your Taste Puts Premium Refreshment on Notice
Orangina's Upgrade Your Taste is an integrated international campaign created by Amsterdam agency Mad. Avenue and published in Switzerland in June 2021, positioning the brand as the superior sensory choice within the non-alcoholic drinks category by foregrounding ingredient quality, an iconic bottle, and a distinctive consumption ritual.
The campaign's central proposition is straightforward. Orangina deserves a qualitatively different position from competing soft-drink brands, and every creative decision serves that ambition. Rather than competing on price, convenience, or volume, the campaign speaks the language of connoisseurship, inviting consumers to give themselves the very best the Food and Drink category has to offer. The phrase Upgrade Your Taste operates simultaneously as a product claim and a lifestyle invitation, translating what is already present in the glass — real citrus pulp, a well-balanced recipe, superior ingredients — into an emotional aspiration.
In Switzerland, where the campaign was formally published, and across the broader rollout that extended to Germany, Austria, Poland, Morocco, Tunisia, Côte d'Ivoire, and Cameroon, the strategy needed to work across genuinely different consumer contexts, as reported by MarketingTribune. Mad. Avenue met that challenge by anchoring the campaign to universal brand assets: the rounded glass bottle, the shaking ritual that wakes the drink, and the burst of citrus sensation that follows. These assets, long established in Orangina advertising heritage, are here reframed in premium language rather than playful novelty. The Clapboard Score for Upgrade Your Taste stands at 58 out of 100, reflecting a campaign that executes its core proposition with discipline while leaving some creative headroom unexplored. The integrated medium encompasses online video, social media, outdoor, and in-store media, giving the message reach across paid, owned, and environmental touchpoints.
Mad. Avenue builds the Upgrade Your Taste strategy on a single, defensible idea. Orangina occupies a qualitatively different tier from standard soft drinks, and the campaign's role is to make that distance felt rather than merely claimed. As reported by MarketingTribune in coverage published on 31 May 2021 and written by Lucas Boon, the agency explicitly framed the ambition as taking qualitative distance from competitors — a rare instance of a challenger brand seeking elevation rather than volume.
The competitive context matters. Coca-Cola holds approximately 48 percent of the global soda market and PepsiCo holds approximately 20.5 percent, according to data cited by Greenseedgroup.com. Against that concentration of scale, Orangina — owned by Suntory Beverage & Food — cannot credibly win a distribution or mass-reach argument. The smarter strategic move is to exit that conversation altogether and compete on sensory richness and ingredient integrity instead. In Switzerland, a market with high consumer sensitivity to product quality and provenance, that repositioning carries particular resonance.
The global soft drinks market was estimated at approximately US$416.19 billion in 2021 and is projected to reach approximately US$592.86 billion by 2028, representing a 5.2 percent compound annual growth rate from 2022 to 2028, according to Grand View Research. Within that broader market, the carbonated segment represented approximately 70 percent of 2021 revenues with projected growth of 4.3 percent CAGR from 2022 to 2028, also according to Grand View Research. Those figures confirm that the Non Alcoholic Drinks segment remains expansive, but they also confirm that scale belongs to incumbents. Orangina's path to relevance in Switzerland and the wider eight-market rollout runs through differentiation, not volume. Upgrade Your Taste is precisely that differentiation, translated into campaign form.
Creative Director Gert van der Kaay leads the Upgrade Your Taste creative work at Mad. Avenue. His direction sets a tone that is composed rather than exuberant, letting the product's own visual and tactile qualities carry the premium argument. Additional Mad. Avenue contributors include Daniel Kok, Jan De Roos, and Niels La Croix, whose collective input shapes an integrated campaign with consistent visual grammar across every touchpoint.
Food production for the campaign is handled in collaboration with Chuck Studios, as reported by MarketingTribune. That partnership is significant. Chuck Studios specialises in high-end food and beverage content, and their involvement signals a deliberate investment in production quality that mirrors the campaign's message. When a campaign argues that a drink is made from superior ingredients, the film and photography must itself look superior. Every condensation bead, every pour, every close-up of citrus pulp earns its place as visual proof of the brand promise.
The creative system returns repeatedly to Orangina's two most distinctive physical assets: the rounded glass bottle and the shaking ritual. These are not decorative choices. Orangina's shake-to-wake ritual has been present in the brand's advertising heritage since at least the 1980s, according to historical brand records. By restating that ritual in premium visual language, Upgrade Your Taste converts familiarity into authority. The bottle becomes an icon; the shake becomes a ceremony. Across online video, social media, outdoor, and in-store media deployed in Switzerland and seven further markets, this creative consistency ensures that a consumer encountering the campaign on a billboard in Zurich and again on social media experiences the same quality signal. The integrated channel strategy amplifies rather than fragments the sensory storytelling at the campaign's core.
Upgrade Your Taste generates measurable engagement on Clapboard's platform. The campaign accumulates 4,539 views and 23 likes on Clapboard.com, metrics that, while modest in absolute terms, reflect the relatively specialist audience of advertising professionals and brand strategists who make up the platform's user base. Zero comments are recorded, which may indicate that the campaign presents a clean, finished proposition that invites appreciation rather than debate.
No verified third-party sales or media-effectiveness data for the Upgrade Your Taste campaign is publicly available at the time of writing. What structural analysis can establish is that the campaign's channel mix — online video, social media, outdoor, and in-store media across Switzerland and seven additional markets — provides the layered reach necessary for a repositioning argument to land. Repositioning campaigns require repeated exposure across contexts; a consumer who sees the premium visual language on an outdoor board in Switzerland and then encounters it again at point of sale completes a reinforcement loop that a single-channel campaign cannot achieve.
The Clapboard Score of 58 out of 100 positions Upgrade Your Taste as a competent, strategically coherent campaign that does not fully realise the creative ambition its premise enables. The premium positioning is clear, the brand assets are correctly deployed, and the eight-market international scope demonstrates genuine strategic confidence from both Orangina and Mad. Avenue. The score suggests that execution, while solid, stops short of the creative distinctiveness that would make the campaign a lasting reference point within the Food and Drink category.
Upgrade Your Taste is an integrated international campaign for Orangina created by Mad. Avenue and published in Switzerland in June 2021. It positions Orangina as a premium non-alcoholic drink by emphasising ingredient quality, an iconic bottle, and a distinctive shaking ritual across online video, social media, outdoor, and in-store media.
Mad. Avenue, an Amsterdam-based agency, created Upgrade Your Taste for Orangina. Creative Director Gert van der Kaay led the work, with Daniel Kok, Jan De Roos, and Niels La Croix also contributing. Food production was handled in collaboration with Chuck Studios, as reported by MarketingTribune.
The campaign ran across eight markets: Germany, Austria, Switzerland, Poland, Morocco, Tunisia, Côte d'Ivoire, and Cameroon, as reported by MarketingTribune. Switzerland was the formal publication market in June 2021, making it the anchor geography for the campaign's international rollout.
Orangina's Upgrade Your Taste receives a Clapboard Score of 58 out of 100. That score reflects a strategically coherent campaign with correctly deployed brand assets that does not fully realise the creative distinctiveness its premium positioning premise makes possible.
The campaign takes qualitative distance from mass-market competitors rather than competing on scale. Coca-Cola holds approximately 48 percent of the global soda market, according to Greenseedgroup.com. Upgrade Your Taste exits that volume conversation entirely, competing instead on sensory richness, ingredient quality, and the brand's iconic bottle ritual.
The campaign used online video, social media, outdoor, and in-store media, as reported by MarketingTribune. That integrated channel mix creates layered consumer exposure across digital and physical touchpoints, reinforcing the premium repositioning argument each time a consumer encounters the campaign in a new context.
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