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.”