A Refreshing ‘Oasis’ Revival

Wednesday, May 09, 2007

Coca-Cola Great Britain has launched its first television advertising campaign in six years for leading brand, 'Oasis', the still fruit drink for adults.  The advertisements will run from May to July, with a media investment of £3.5million.

The three separate, thirty-second advertisements, two of which are on air from May, use the tagline 'Chuggable Fruitiness' and highlight the refreshing taste of 'Oasis'.  In the spaghetti western-style advertisement, a parched outlaw who can not see or taste, is disappointed to receive only water from his comrade.  The trombone-playing commentator then suggests 'Oasis' as an alternative to water.

The TV campaign is expected to reach 88% of the brand's target audience of 16-34 year olds, who will see the commercial at least 7.5 times. The advertisements have been placed amongst a variety of comedy, entertainment and sports programmes on terrestrial and subscription television.

The television advertising is part of the £4.6million Coca-Cola is dedicating to the 'Oasis' brand in 2007.  The marketing campaign also includes radio advertising and sponsorship, which will commence in June across major national and regional radio stations including Big City Network, Galaxy UK, talkSport, Kiss, Virgin and XFM.

'Oasis' and the new Extra Light range will also be featured in outdoor advertising throughout the summer.

Andy Slee, Licensed Trading Director for Coca-Cola Enterprises says:
"2007 is an exciting year for the 'Oasis' brand.  We have expanded our core range to include new flavours and an Extra Light range, and have put heavyweight marketing support behind the brand to further raise consumer awareness.  'Oasis' is the fastest growing established soft drink brand in the off-trade and is driving a +19% value growth*.  Our marketing activity aims to further increase sales of the brand for retailers."

Notes to editors

Legal Lines:
'Oasis' is a registered trade mark of Atlantic Industries.

Sources
* - AC Neilsen Total Coverage.  Data to 18 November 2006

For further information please contact:
Katrina Ward - Katrina@mercieca.co.uk 020 7482 8577/ 07919 924 443
Frankie Mercieca - Frankie@mercieca.co.uk 020 7482 8584