Oasis goes after the lunchtime market in latest ad push

Oasis is unveiling a new year-round campaign, themed around making British lunchtimes better.

The juice drink, which is owned by Coca-Cola, will run the campaign across multiple platforms including a television commercial which will air for the first time tonight (12 April) and will introduce the strap-line “Fruity Drinks and Lunchtime Dreams”.

It will be backed by radio, outdoor, an on-pack promotion, media partnership with The Sun and digital activity on Facebook.

Coca-Cola says the new Oasis brand positioning will be continuing to target its core audience of twenty-something men and women with the campaign, showcasing the extraordinary lengths to which Oasis will go to make lunchtimes better.

The move comes after the soft drinks giant conducted consumer research that revealed the average Brit is unhappy with his/her lunchtime.

The new TV commercial has been developed by Mother and brings to life the lengths Oasis will go to make the lunchtime dreams of Matt, a Scot now living and working in London, come true.

The ad depicts scenes of the Scottish sandwich shop travelling on the back of a flatbed truck as it passes through towns and countryside and crossing the Lambeth Bridge before eventually arriving outside Matt’s office whereupon Matt is presented with his favourite sandwich alongside a chilled Oasis, the perfect accompaniment to a better lunchbreak.

It will be complemented by the media partnership, which will include a nationwide search for the lunchtime that most deserves a £30,000 makeover and a Facebook Group that will be providing daily lunchtime improvements for the next six months including apps, polls and news.

Alongside the print and The Sun Online activity, the brand will be teaming up with Gordon Smart’s Bizarre page, providing exclusive ‘Lunchtime Bites’ every lunchtime throughout the Summer including games, weird stories from around the world, jokes and lunchtime challenges and will be the perfect lunchtime companion to an ice cold Oasis.

Cathryn Sleight, marketing director for Coca-Cola Great Britain, says: “Oasis is a great British brand with a cheeky sense of humour. The new integrated marketing campaign will engage our core 20 something male and female audience with compelling content in a bid to help make lunchtimes better. With just the right mix of cheeky surprises and humour this campaign will continue to build brand love and ensure consumers enjoy Oasis as a great accompaniment for the perfect lunchtime.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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