For a while, Royal Club had been looking for an orange drink that was better, more luxurious, and different from a regular orange drink. Royal Club Wild Orange contains 12.5% more juice than similar soft drinks, and that bit of bitter gives it that kick. Vrumona wanted to use this new variant to promote the growing segment of ‘orange drinks for adults.’ We presented Royal Club Wild Orange: Full of flavor and style. A soft drink for the advanced. An orange drink you want to be seen with. An orange drink with a bite.
In a first creative session of Youth Marketeers, early adapters from the target group came up with various names. These names were then tested on a diverse public, reducing the list to the top three. “Wild Orange” came in first. The associations with different names and their connections to the flavor and the intended appearance of the orange drink were taken into account.
Everybody needs a change sooner or later: New experiences, new flavors. Remember that it was once thought unthinkable to eat raw fish with chopsticks. With the new campaign, Royal Club shows how you and your taste have evolved together throughout the years. Royal Club Wild Orange is an orange drink with more kick and flavor. An orange drink you will enjoy.
