Coca-Cola European Partners (CCEP) has announced the launch of two new sour flavour variants for still soft drink brand Oasis, along with a multimillion pound marketing campaign.
New Oasis Kiwi Apple Sour and Oasis Apple Cherry Sour are now available in 500ml format and both are available in a £1 PMP to encourage consumer trial. The products are designed to tap into the growth category of sour flavours and is a first for the juice drink brand.
The brand’s new range follows on from the rebrand of the Lights range to Zero and the launch os Citrus Punch Zero, and offers low calories and low sugar, giving health conscious consumers a new juice drink option.
Simon Harrison, operational marketing director for Great Britain at CCEP, 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 drinks are 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.