In 1953, Bernard Villemot created Orangina's first advertising campaign poster featuring a parasol shaped like an orange peel.

The poster conveyed a strong visual message, and the orange peel on a blue background set the groundwork for future communications. The breakthrough artwork signaled the birth of a great brand. Mr. Villemot understood the importance of the brand’s five features, which are still used today in all Orangina communications.

Who was Bernard Villemot?

From the mid-1930s up until his death in 1989, Monsieur Villemot was one of France’s busiest, most illustrious poster artists. His bold strokes, vivid colors and trademark shapely girls were sketched with economy of line and form. Villemot’s working theory was that a good poster must be a telegram, and he fully lived up to that mantra, dispatching vibrant messages with clarity and wit.