Coca-Cola to extend Oasis range with summer launch

Coca-Cola Great Britain is extending its Oasis brand range with the launch of Oasis Fusion this summer, in an attempt to shore up its portfolio as the fizzy drinks market weakens.

The move marks the first major investment in the brand since 2003, when it was relaunched supported by a &£1.2m advertising campaign. However, the company put only &£200,000 behind Oasis last year (Nielsen Media Research).

The launch would compete with rivals such as Volvic’s Touch of Fruit and Britvic Soft Drinks’ Robinsons Fruit Spring. Oasis is a premium still juice drink and observers speculate that the new Fusion line may introduce vitamin- or herbal-enhanced formulations to the range.

Sales of carbonates are slowing as consumers become more health conscious and aware of the contents of sugary, fizzy drinks. Coca-Cola’s take-home sales dropped three per cent by value and six per cent by volume in 2004 (AC Nielsen).

The incumbent agency for Oasis is Mother and any supporting activity for Oasis Fusion is likely to be created by the agency.

Oasis was originally owned by Cadbury Schweppes and launched in 1995 with a campaign developed by Saatchi & Saatchi.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here