A total of £2.5 million has been earmarked for a TV and poster campaign through BDH\TBWA.
The move ends a prolonged period during which advertising support for the brand was withdrawn while its future marketing arrangements were resolved.
Cadbury Schweppes acquired Orangina three years ago as part of a £442 million deal with Pernod Ricard, under which the confectionery and soft-drinks giant acquired all the French company's soft-drinks brands and businesses in Europe, North America and Australia.
The new advertising initiative comes as the result of negotiations between Cadbury Schweppes and AG Barr, which used to manufacture and market Orangina in the UK for Pernod Ricard. A new contract allows AG Barr to continue marketing Orangina for a further five years.
BDH\TBWA, AG Barr's agency, is working on a campaign that will target 18- to 25-year-olds and will aim to reconnect the Orangina brand with its Mediterranean roots.
"Pernod Ricard went for volume with Orangina," an industry source said. "Now, the emphasis is on brand equity."
Orangina, famous for its bulbous glass bottle, was first produced almost 70 years ago and rose to leadership of the carbonated soft-drinks market in France.
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