Pernod-Ricard soft drink brand Orangina is to launch a range of clothing aimed at the teenage market.
The sportswear clothing and accessories brand, called “Move by Orangina”, will be launched in France this winter before being rolled out across Europe, including the UK, next year.
The initiative follows The Coca-Cola Company’s move to launch a branded clothing line called Ware also being launched later this year (MW January 21). Coke is again negotiating to buy Orangina from Pernod-Ricard after the French monopoly authorities blocked the original sale on competition grounds last year.
The Move clothing line will comprise 80 garments in “technical” fabrics for both sexes, with accessories including bags and wallets and hats. It will draw heavily on surf and streetwear influences.
Aimed at 15- to 25-year-olds, Move will not prominently feature Orangina branding. Instead, the Move logo incorporates the Orangina logo swirl.
The range will be sold through sport and surf shops and fashion boutiques at mid-range prices. It is being produced by Imapro, a subsidiary of textile maker Rhonetex, which hopes to sell up to 50,000 pieces a season.
Orangina claims its brand is among the top-ten labels preferred by teenagers, and intends to capitalise on this by moving away from fizzy drinks to other areas.
In the UK, Orangina has sponsored Channel 4’s Eurotrash for almost 18 months, linking the brand with the programme’s trendy and off-beat image.