Coca-Cola Europacific Partners (CCEP) has announced the return of its summer campaign for the leading juice drinks brand Oasis, 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.
Worth £94.5m and growing in value at a faster rate than the wider juice drinks category, Oasis provides 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.
“Lunchtimes remain key for the growth of juice drinks, in fact 56 per cent of juice drinks are consumed as part of a ‘Meal for Now; occasion,” Martin Attock, vice president, commercial development at CCEP GB, said.
“Across the juice drinks category sales of on-the-go formats have continued to grow in value and volume 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.
