Coca-Cola Europacific Partners (CCEP) is ramping up its marketing activity for Oasis this summer, with a light-hearted campaign to tap into the lunchtime occasion.
The campaign aims to show that “while Oasis can’t change our characters… it can refresh them”. It is expected to reach 81% of young adults multiple times and includes targeted video content on social media, alongside digital out-of-home takeovers across high footfall areas in city centres. Headlines include ‘Oasis won’t change your life, Just your lunch hour. Be your own Oasis.’
The activity focuses 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.
