Back for summer 2022, the Be Your Own Oasis campaign is designed to boost lunchtime sales of Coca-Cola Europacific Partners’ (CCEP’s) Oasis fruit juice drink. The 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.
Focusing on young adults in urban centres, 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. Quirky headlines include ‘Oasis won’t change your life, just your lunch hour’; ‘A Lifetime of happiness? No. A Lunchtime of Fruitiness? Yes’, and bespoke creatives to support the latest Oasis Exotic Fruits Zero Sugar variant, like ‘Makes Your Hour Full of Passion (Fruit)’.
Oasis claims to be the number one juice drinks brand in GB, worth £94.5m and growing in value at a faster rate than the wider juice drinks category (Nielsen).
Martin Attock, vice president, commercial development at CCEP GB, said: “Lunchtimes remain key for the growth of juice drinks, in fact 56% of Juice Drinks are consumed as part of a “Meal for Now” occasion [Kantar].
“Across the juice drinks category sales of on-the-go formats have continued to grow in value and volume [Nielsen] 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.
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