Orangina is an international brand with different marketing strategies per country. Yet, it is important that the brand values are communicated in an unambiguous way. For the social media channels Fortress was approached to develop a strategy whereby the brand interaction and involvement of fans would increase.
After six months of intensive monitoring and community management, a visual approach appeared to address many fans. As part of the new international social media strategy the iconic bottle of the soft drink is therefore turned into a community manager called Bulby. The bottle did not only receive a name, but also got its own character, story and thereby a voice on social media.
By appointing the iconic Orangina bottle as the point of contact of the brand's social communication, the authentic details of Orangina were emphasized. The new strategy uses Facebook timeline, exclusive visuals and an interactive site which displays Bulby as a recognizable and familiar element. The animation involves fans in the brand's rich history, but also challenges them to discover a new chapter in the story Orangina. In addition, fans can create and share content with the community in an accessible way. Bulby is therefore the ultimate representation of the Joie de Vivre feeling.