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.