Around 200 guests, including on-trade customers, trade and consumer journalists, enjoyed a range of specially-created Orangina cocktails and mocktails, including Orangina Dove, a blend of tequila, grapefruit juice, lime junce and Orangina, and Gina Ball, with amaretto, vodka and Orangina. Guests also enjoyed canapés and had the chance to sample an orangina sorbet.
The evening, devised together with agency WAA Chosen, Frank PR and Hanover Communications, included performances from singer Whinnie Williams, contortionist displays and music from DJs, housed in three separate rooms. Attendees were asked to shake a dice to determine which of the rooms they entered first, with the chance to win additional drinks.
Roxana Parvizi, senior brand manager for Orangina, said: "This evening is all about a celebration of Orangina, highlighting our philosophy that 'life is better shaken'. Guests are being treated to a night of twists and turns and we want people to experience the brand as standing for something new and different."
She added that Orangina will continue to build on experiential activity in the coming months. Orangina was relaunched last year with a major push in the on-trade, which included a week-long pop-up bar on Roof East on the top of the Stratford Centre.
The Shake La Vie event will be open to consumers today and tomorrow (28 and 29 July). Parvizi added that the brand expects to receive between 150 to 200 guests on each of these two evenings.
Last month, LRS brand Ribena hosted a pop-up colouring cafe in Covent Garden.
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