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A still from the 1992 'Something Else' Club Orange campaign
A still from the 1992 'Something Else' Club Orange campaign
Image: Club Orange via YouTube.com

Club Orange: The days of innocence

With the new sexy ad for fizzy drink causing controversy, we remember the brand’s more coy 1990s marketing campaign.
Jun 21st 2011, 10:12 AM 2,511 12

THE NEW TELEVISION ad for Club Orange has been ruffling feathers for its depiction of scantily-clad women squeezing their, er, bits.

The ad is not scheduled to be aired until later in the summer but already the campaign has been attracting attention on Facebook and on Youtube. The Irish website for Club products, club.ie, is undergoing entire redesign to feature the ‘Best Bits’ campaign in pride of place.

The Huffington Post has identified the ad as adhering to the adage “sex sells”, saying that it and another new ad – from Bud Light Lime – as pushing “near nudity and sexual innuendo to their OK-for-TV limits”. The Bud Light Lime ad features Ultimate Fighting Champion ring girl Arianny Celeste writhing on a bed of limes and telling viewers how she likes to “get physical”.

We here at The Daily Edge miss the gentler wooing of this 1992 Irish ad for Club Orange, filmed on Grafton Street and featuring fully-clothed ladies. It’s ‘something else’:

Compare and contrast with the new Club Orange ad:

Poll: Should the new Club Orange ad be aired?>

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Susan Daly

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