Wednesday, 1 February 2012

Oranjeboom advert search

Most of my life I have detested beer, (though in the past few years my pallet has accepted Lindemans Faro Lambic and La Bécasse kriek cerise, (cherry).) So it might seem odd for me to be talking about beer.

I remember, many years ago, being on a red number 22 Routmaster double-decker bus in London. There were Oranjeboom adverts. At the time I thought that they were meant to sound like someone  who had drunk too much of their product, but later I discovered that it was Dutch, (sorry my cloggies.)

This was all B.I. (Before Internet) and B.D.C. (before digital cameras) so an image search does not turn up useful hits for these adverts, that I seek.

I have found a few dark corners of the Internet where this topic is discussed, but the majority of the blag in the blogs is about the previous television ad-campaign, (the one with the song, "Oranjeboom, Oranjeboom, It’s a flavour not a tune"). The one I'm looking for was a print campaign on both the London Underground and the buses.



"Oer dier! U heeft juist mist de laatst trein reden dis postuur. Oranjeboom."


Is the closest that I have come to finding any quotes.

So the logical search, (after the Internet fails) is, find out who got paid, (Gibbs rule #0: Follow the money).

  • London Regional Transport, (the Tube and bus people, back then.)
  • The advertising agency that came up with the concept, and 
  • the company that printed the adverts. 
  • There is also the option of contacting the brewery.

 Since then the brewery has been bought and sold and moved and bought some more. ( If you have ever moved house you will know how much you throw out and how much can be lost in the move.) I doubt that it would be easy to find their original records, (but still worth asking.)  CBS Outdoor might have a record,  (or have acquired the company that did) but again they are not a public library.

This leaves two options for comments, (there has to be someone who worked on the project that made a note of the phrases, or someone who has kept a copy.)

  1. Those that can shed light on the campaign, (preferably verbatim copy or contacts that would be able to locate the words in the adverts.)
  2. Dutch people that want to create new versions, (though I'm loathed to verbify it: Orangebooming anyone?) [I suppose you could try other languages as well.]
If you can add either a type 1 or type 2 comment then please do. It would be nice to get them all back together.

14 comments:

  1. I know the adds you mean. i managaged to pinch one of the underground when i was travelling there all the years ago and still have it at home.

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    1. Any chance you could take a picture of it and share it with us? Or simply transcribe the text, (which is the most interesting part for me.)

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  2. Hi I was the copywriter on that campaign. Gill Holland-Wolfe (me), Pete Wennersten and Nick Morgan worked on it at Griffin Bacal, London. Agency now swallowed up by DDB.I still have several posters at home. Nice to know people appreciated the work that went into the campaign. Every word true Dutch - just didn't make any sense. Thanks, Gill

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    1. That is _SO_ cool! Thank you for your work and thank you very much for taking the time to let us know. (For me, it is nice to have a name to go with the idea behind the advert that I appreciated so many years ago.)
      Do you have a favourite from that campaign? Do you know how many phrases in total were used?

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    2. Hello Alexx, I am sorry not to reply sooner. Been a while. So pleased you liked the beer ads. I am going to get them out of the shed (!) and then answer your questions. Be patient. I am very fond of that campaign. Sadly I lost my job in 2001 and have since gone to work in schools. Definitely miss the buzz of advertising - however, my son looks like he could be headed that way. Thanks again, bet you were surprised I had read your plea about Oranjeboom. Gill

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    3. Yes ;-) I was surprised and _very_ happy to hear from you, (it still makes me smile. Thank you Gill and thank you Internet.) Society has clearly gone wrong when teaching and learning isn't the most rewarding, (in both senses) thing that we, as humans, can do. I see two possible solutions, but both will we too late for us. I look forward to your next reply. (If you would like me to update this blog entry with pictures you can email scans to alexx [at] domain-minus www.) *hugs* Strength and peace.

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    4. Oh wow! Those adverts were part of the reason I got into advertising. When I was 15, i stole one from a train and it took pride of place in my bedroom, despite my mother's protestations. Thank you so much for the inspiration.

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    5. I loved those posters, but I had a Dutch colleague at the time, and she was *very* confused by them. :)

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    6. Still waiting to see some of them! I've told so many people about then over the years. Where are these examples, please!

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  3. I also loved those ads as a teenage student in London (before my beer drinking days began) and spent ages repeating the tougher ones trying to work out they'd mean. Would love them to surface on the net for nostalgia, good luck with your quest!

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  4. I loved those ads and would love to see them again.

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  5. Hi, I loved the ads and would love to see them again

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  6. I remember these ads too, and am surprised how little trace there is left of them to be found; the fate of preceding the web, presumably. I recall the punch line "Not everyone will get it". There were stories of how conversations were struck up on the bus/ tube between strangers (!) trying to work them out; even a romance that started that way. There's a reference to the campaign in Greg Myers "Words in Ads" 1994, p93. Be interested to see what you can dig up.

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    1. Yes! "Not everyone will get it" sounds familiar. I like the idea of mining our collective memories to recreate these word plays that clearly touched more brains than mine. I suppose this is a form of archaeology - digging up the recent past and recording it. But rather than being prehistory it is simply guilty of being pre-web. If http://www.blogger.com/profile/12554723107174489071 ,(or anyone else) manages to dig up one of the posters and send me a scan, I'll add it to this post.

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