CCEP has launched two new sour flavours for Oasis, supported by a multi-million-pound marketing campaign.
Launching this month in 500ml formats, the Oasis Kiwi Apple Sour and Apple Cherry Sour variants are very much on-trend flavour-wise, but represent a ‘sour’ first for juice drinks.
Both flavours offer low calories and low sugar, and will also be available in a £1 PMP to encourage trial.
The launch is backed by an ‘always on’ campaign aimed at the brand’s young adult target audience. It includes digital and static out-of-home advertising, radio, social media, shopper activation, PR and sampling activity.
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.”
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.
