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OASIS REFRESHES SUMMER LUNCHES WITH RETURN OF FRUITY CAMPAIGN

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22/06/2023

  • The no. 1 juice drinks brand in GB[1] to help retailers maximise lunchtime sales this summer
  • Campaign to focus on urban centres – with out-of-home, social media and digital advertising
  • Oasis is worth £94.5m and enjoying 9% value growth[2]
  • Campaign launched by TV stars at central London tiki bar pop-up to celebrate new Oasis Exotic Fruits Zero Sugar flavour

Coca-Cola Europacific Partners (CCEP) has announced the return of its refreshingly light-hearted summer campaign for its Oasis brand, designed to help retailers tap into the lunchtime occasion.

The ‘Be Your Own Oasis’ campaign launched at a pop-up event in London yesterday (21st June) where TV favourites Helen Flanagan, Jordan Banjo, Miles Nazaire and Emily Blackwell transformed the iconic Soho Square Gardens into an exotic Oasis tiki bar. Guests were greeted with the new Oasis Exotic Fruits zero sugar juice drink, an assortment of barbeque food and a sandy space to relax and enjoy their lunch, all whilst listening to live steel drum music.

The campaign will run throughout the summer and aims to show that ‘while Oasis can’t change our characters… it can refresh them’, through targeted video content on social media, alongside eye-catching digital out-of-home takeovers across high footfall areas in city centres. Quirky headlines include ‘Oasis won’t change your life, just your lunch hour’; ‘A Lifetime of happiness? No. A Lunchtime of Fruitiness? Yes’, and bespoke creatives to support the latest Oasis Exotic Fruits Zero Sugar variant, like ‘Makes Your Hour Full of Passion (Fruit)’.

Oasis is the number one juice drinks brand in GB[3], worth £94.5m and growing in value at a faster rate than the wider juice drinks category[4], providing a refreshing, fruity option for people to enjoy alongside a meal or snack.

The campaign will focus on young adults in urban centres when they are looking for refreshment whilst on the go and to accompany their lunch and will build on the success of last year’s Oasis summer campaign.

Martin Attock, Vice President, Commercial Development at CCEP GB, said: “Lunchtimes remain key for the growth of juice drinks, in fact 56% of Juice Drinks are consumed as part of a “Meal for Now” occasion[5].

“Across the juice drinks category sales of on-the-go formats have continued to grow in value and volume[6] over the last year. We expect this to continue, particularly throughout the summer, so this campaign will help keep Oasis front of mind with consumers on their lunchtime shopping mission, helping to drive incremental sales in-stores.”

The Oasis range is non-HFSS, with all natural flavours and no artificial colours. Variants include the newly launched Oasis Exotic Fruits, Summer Fruits, Citrus Punch and Blackcurrant Apple.

 

[1] Nielsen Total GB MAT val and vol WE 25.03.2023

[2] Nielsen Total GB MAT val WE 25.03.2023

[3] Nielsen Total GB MAT val and vol WE 25.03.2023

[4] Nielsen Total GB MAT val WE 25.03.2023 (Total Juice drinks 6.3% and Oasis 9%)

[5] Source: Kantar, 12.w.e.14th May ’23, total Out of Home, Juice Drinks, Share of Value  (£) Spend by Mission

[6] Nielsen Total GB MAT val and vol WE 25.03.2023

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