Not all Distinctive Assets are tangible. In Orangina’s case, they have turned the method of shaking the bottle (to get the orange pieces loose) into a way to build Fluency and happiness around their brand. Almost all their ads involve shaking in some form or other. This one is possibly the ultimate shaking ad, with members of the public getting to rock a vending machine back and forth to release the precious Orangina. Executed with flair, this is a terrific and unusual use of Fluency to make a 5-Star ad.