Orangina is joining the Tour de France as an official supplier for the next three editions of the race. The brand’s distinctive small, round bottle 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 (July 1, 2023 to July 23, 2023) and the Tour de France Femmes avec Zwift (July 25, 2023 to July 30, 2023).
Orangina first made a splash with Le Tour in 1954, when the fizzy drink, by then a consumer favourite, sponsored the race’s stage 4, from Rouen to Caen.
For decades, a series of irreverent ad campaigns have firmly embedded Orangina alongside the Tour for TV viewers in France and abroad. From 2023, 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.’
As part of its sponsorship, Orangina will launch three 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 Women with Zwift 2023.
Pierre Decroix, General Manager of Orangina owner Suntory Beverage & Food France, said “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 at A.S.O., said “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.”
