Orangina is joining the Tour de France as an Official Supplier for the next three editions. Its little round bottle, already a lifesaver for many a thirsty fan on the roadsides, will now feature in the publicity caravan, points of sale and the cars following the Grande Boucle.
The orange pulp-based soft drink is teaming up with both the Tour de France and the Tour de France Femmes avec Zwift.
Orangina first hit taste buds in the summer of 1936, when the Belgian Sylvère Maes and the Frenchman Antonin Magne were locked in a vicious battle for the 30th edition of the Tour de France. A short time later, in 1954, the fizzy drink, by then a consumer favourite, made its first foray into the legend of the Tour by sponsoring stage 4 from Rouen to Caen, in which the reigning champion, Louison Bobet, seized the overall lead. Fate had placed the little yellow bottle on a path towards the yellow jersey, and now, their trajectories have intersected with this far-reaching partnership for the next three editions.
For decades, a series of unfailingly ground-breaking and irreverent ad campaigns have firmly embedded Orangina alongside the Tour in the visual landscape of TV viewers in France and abroad. One and the other have become part of the national heritage, each in its own way. On the roads of the Tour, Orangina is about to embark on a quest of almost 3,500 kilometres to meet the public and conquer the taste buds of thirsty fans around the world thanks to a media coverage spanning 190 countries.
For even more fun and thrills, Orangina will launch 3 limited edition cans. They will illustrate "The most shaken roads of the Tour de France", representing two major stages of the Tour de France 2023 and one major stage of the Tour de France Femmes avec Zwift 2023.
Pierre Decroix, general manager, Suntory Beverage & Food France
“We are proud to announce the signature of this partnership agreement between Orangina and the Tour de France. The deal between these two leaders makes a lot of sense. This understanding will energise our consumers, clients and teams and rally them around this unifying event. Today is a first and opens a new stage in our relationship with the Tour de France for the next three years.”
Yann Le Moënner, general manager, A.S.O.
“You can recognise a bottle of Orangina at first sight, or even in a blind test. Both the container and the drink inside it have become part of our collective psyche. It is hard to overlook its powerful synergies with the Tour de France, and the alliance between these two “monuments” of French culture is only natural. We expect this to be a refreshing and bubbly relationship, of course.”
Arnaud Jobard, commercial directory, Suntory Beverage & Food France.
"With the Tour de France, Orangina reasserts its aspiration to come closer to consumers through emotion, through the love of French people for this event, which is part of our cultural and sporting heritage. For our retail clients, this is an incredible opportunity to drum up support for the brand at the point of sale"
From left to the right :
Julien Goupil, media and partnerships director at A.S.O.
Yann Le Moënner, general manage at A.S.O.
Pauline Varga, marketing director at Suntory
Pierre Decroix, general manager at Suntory
Christian Prudhomme, director of the Tour de France