Coca-Cola’s juice drink Oasis has overtaken Ribena as the biggest selling drink in the juice category by volume share, according to exclusive Nielsen data seen by Marketing Week. This follows Coca-Cola’s TV campaign for the drink after a six-year break.
The two big hitters of the juice category have been battling it out for the top slot across the highly competitive sector.
Oasis’s volume share within juice drinks has now grown to 14.7%, overtaking GlaxoSmithKline’s Ribena with 12%, in the four weeks to week-ending June 9, according to the Nielsen data for grocery and impulse.
The Oasis ad was part of Coke’s £3.5m investment in the brand, which ran across outdoor, radio and public relations. It also featured a packaging redesign. Coke claims the marketing campaign has resulted in a 22% growth in the brand.
The TV campaign for Oasis, produced by Mother, is a spaghetti western spoof. Its new tagline refers to the brand’s outdoor “Chug it” campaign of last summer.
Along with the marketing campaign, the Oasis Fusion range was replaced with the Oasis Extra Light range. The range features three flavours – Summer Fruits Extra Light, Power Berry Extra Light, and Peach Passion Extra Light.
Other changes include an updated pack graphic design, a new 2375ml glass bottle and a new six-by-375ml multi-pack launched in the trade in May of this year.
Cathryn Sleight, marketing director of Coca-Cola GB, says/ “Despite being off our screen for six years, Oasis is in a really strong position with a growth rate of 24% year on year and a brand value of £72m.”
GSK, however, disputes the data. It argues that industry data shows it leading Oasis across the category.