Fizz art

It's a love story with fizz. It's art. It's 'Orange Meets Gina,' and it's the winner of the Orangina Originals art competition.

It’s a love story with fizz. It’s art. It’s ‘Orange Meets Gina,’ and it’s the winner of the Orangina Originals art competition.

Rather than tackle a conventional promotional campaign, Orangina spearheaded a contest to find Canada’s first-ever Orangina artist – complementing the uniqueness of the brand and its artistic history.

‘When the brand started in Europe a long time ago, it was considered a pop art icon,’ explains Libier Gomez, VP marketing at brand parent Canada Dry Mott’s. ‘So we said, ‘it’s time to do something in Canada,’ and one of the best ways to do it was to bring some Canadian artists to help us develop that piece of art.’

To bring youth to the brand, Orangina employed the talents of OCAD students. From over 60 submissions, it was ultimately the work of first-year student Erica Chia that took the prize – a $15,000 educational award. ‘I was very inspired by the original artist of Orangina, Bernard Villemot,’ says Chia. ‘He played a lot with the orange shape. I thought of playing with the bottle shape for the piece.’

Chia’s work was displayed at OCAD’s Whodunit? Mystery Art Sale in November, of which Orangina is the presenting sponsor, and then online in December. Orangina plans to use the work to promote the brand by placing it in small bistros across the country and at Orangina-sponsored events throughout the year.

The creds:

advertiser: Libier Gomez, Alison Bing, Brittany Hull, Orangina

artist: Erica Chia, Ontario College of Art and Design

PR: Strategic Objectives