NEW LOW SUGAR SOUR FLAVOURS FROM OASIS
- New low sugar / calorie sour flavours to join the Oasis range in April
- Multi-Million pound year-long marketing campaign will support the launch
- Follows the rebrand of the ‘Lights’ range to ‘Zero’ and launch of Citrus Punch Zero
Coca-Cola European Partners (CCEP) has announced the launch of two new sour flavours for Oasis and a multi-million pound marketing campaign, designed to excite and engage consumers whilst helping to drive sales for retailers.
Launching in April in 500ml formats, the Oasis Kiwi Apple Sour and Apple Cherry Sour variants tap into ‘sour’ flavours that are already in growth within other FMCG categories, but is a ‘sour’ first for juice drinks. The brand’s new range offers low calories and low sugar, giving health conscious consumers an exciting new juice drink option.
Both flavours will also be available in a £1 PMP to encourage consumers to try the new products, as research shows that almost half of shoppers claim they’d be more likely to try a new line if it was in a PMP format.[1]
The latest brand innovation is being supported by an ‘always on’ campaign aimed at the brand’s young adult target audience. It will include digital and static OOH, radio, social media, shopper activation, PR and experiential sampling activity in city centres, NUS venues, events, festivals and disruptive locations.
Campaign creatives will retain the brand’s quirky and clever word play, helping to appeal to even more consumers. Humorous straplines for Oasis include ‘It’s New, It’s Sour, It’s Not Going to Buy Itself…’, ‘Oasis Zero The Best Thing With Sliced Bread’, ‘The Best Lunchtime Drink Since You Last Drank Oasis’.
Simon Harrison, Operational Marketing Director GB at Coca-Cola European Partners, said: “This new investment in Oasis is another example of how we are energising our portfolio of leading brands to ensure they remain relevant to consumers. The new variants will help retailers meet the growing trend for interesting flavours and on-the-go refreshment, providing consumers with a seven-strong range to choose from, with the added benefit of being low in calories and sugar.
“We will continue to link Oasis to the lunchtime occasion whilst our disruptive tongue in cheek marketing campaign will appeal to target audience of young adults, helping to drive retailers’ juice drinks sales in 2017.”
This activity follows the rebrand of Oasis Lights to Oasis Zero to better communicate the zero calorie and low sugar formula to increasingly health conscious young adult consumers. The Zero range remains free of artificial colours and includes only natural flavourings, and also now includes a new Citrus Punch Zero flavour to provide more choice and tap into consumer trends.
The core Oasis range, which includes Summer Fruits, Citrus Punch and Mango Medley, will remain low in calories with 4.1g of sugar per 100ml. Oasis Sour flavours will include 0.6g of sugar per 100ml and Oasis Zero 0.5g of sugar per 100ml.
[1] 2 him! CTP 2015
