Coca-Cola Europacific Partners (CCEP) has announced the return of its light-hearted summer campaign for its Oasis brand, designed to help retailers tap into the lunchtime occasion.
The campaign launched with a pop-up event in London, where minor celebrities handed out the new Oasis Exotic Fruits zero sugar juice drink.
The campaign runs 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 digital out-of-home takeovers across high footfall areas in city centres.
Headlines include ‘Oasis won’t change your life, just your lunch hour’; ‘A Lifetime of happiness? No. A Lunchtime of Fruitiness? Yes’; and ‘Makes Your Hour Full of Passion (Fruit)’.
The campaign 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 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.”
