Coca-Cola Europacific Partners (CCEP) has announced that it’s ramping up its marketing activity for Oasis this summer, with a light-hearted campaign to tap into the lunchtime occasion.
Launching this week across the summer, the campaign aims to show that ‘while Oasis can’t change our characters… it can refresh them’. The campaign is expected to reach 81% of young adults multiple times and will include targeted video content on social media, alongside eye-catching digital out-of-home takeovers across high footfall areas in city centres. Quirky headlines include ‘Can Oasis help you drive like a pro? No. It’s fruity and refreshing. That’s it. Be your own Oasis’ and ‘Oasis won’t change your life, Just your lunch hour. Be your own Oasis’.
Worth £87m and outperforming the juice drinks segment three-fold, Oasis is the number one juice drinks brand in GB, and provides a refreshing, fruity option for people to enjoy alongside a meal or snack.
This summer activity will build on the brand’s growth momentum, focusing on young adults in urban centres when they are looking for refreshment whilst on the go and to accompany their lunch.
Martin Attock, Vice President, Commercial Development at CCEP GB, said: “Across the juice drinks category we have seen sales of on-the-go formats return to growth, up 29% over the past 12 months, with Oasis on-the-go formats up over 42%.
“We expect this trajectory to continue, particularly throughout the summer, and this new campaign will help keep Oasis front of mind with consumers on their lunchtime shopping mission.”
The Oasis range is fully HFSS-compliant, with all natural flavours and no artificial colours. Variants include Summer Fruits, Citrus Punch and Blackcurrant Apple.