Oasis Will Go With Anything This Summer
Tuesday, April 05, 2011
Coca-Cola Enterprises Ltd (CCE) has reinvigorated its Oasis range with creative new packaging and the return of its popular Blackcurrant Apple variant, available from April.
The brand will be supported by a multi-million pound marketing campaign under the playful banner, 'It'll go with anything', including TV, outdoor advertising and digital, as well as experiential sampling to drive awareness across GB. In addition POS in-store will also communicate the new creative.
The new campaign taps into the popularity of Oasis with food, particularly at lunchtime when 60%[1] of the juice drink is consumed. Oasis is the number one indexing[2] soft drink with sandwiches, and with a total of 10billion sandwich occasions annually, there is a huge opportunity for further growth [3].
The new look bottle features clear graphics for strong stand out on shelf and will also be available as a 99p price marked pack on 500ml variants in Independents. Oasis 500ml is the biggest immediate consumption PET juice drink, worth £57m[4] and with 71%[5] of Neighbourhood Convenience customers more likely to buy a price mark pack, Oasis 500ml 99p PMP offers independents an opportunity to maximise sales.
Selena Taylor, Trade Communications Manager at CCE comments: "Oasis is set for bumper sales with the return of the Blackcurrant Apple flavour, and a multi million marketing campaign to support the range. In April alone, Oasis will reach approximately 13.6million 18-34 year old target consumers, so it'll be at the forefront of shoppers minds when choosing their lunchtime refreshment. The new campaign will drive the lunchtime occasion and we hope shoppers basket spend and increase sales for retailers."
Oasis Blackcurrant Apple, Oasis Summer Fruits, Oasis Citrus Punch, Oasis Peach & Passion Fruit Light and Oasis Summer Fruits Extra Light (500ml and 1.5L pack formats) will be available to all accounts from 1st April. For all stockist details retailers should contact 08457 227 222.
Ends
For further Oasis information please contact Frankie Mercieca or Carly Thornton at Mercieca on 020 7485 0100 or email Frankie@mercieca.co.uk
Notes to editors
About Coca-Cola Enterprises:
Coca-Cola Enterprises, Inc. is the world's third-largest independent Coca-Cola bottler. CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.
In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs around 4,500 people across England, Scotland and Wales at manufacturing sites, regional offices and depots.
CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
CCE makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive. CCE in GB also makes, sells or delivers Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.
CCE has the largest share of soft drinks in the UK[7] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink[8] and remains one of the most innovative brands in the world today.
[1]TNS Worldpanel May 2010
[2]TNS Worldpanel 52 w/e 12.09.10
[3]TNS Worldpanel 52 w/e 12.09.10
[4]Nielsen latest MAT Total Coverage data to 12.03.2011
[5]Source: HiM Oct 2009
[6]Millward Brown B3 August 2010
[7]Nielsen Total Coverage to 25.09.10
[8]Nielsen Total Coverage to 25.09.10
