Oasis revamps to highlight association with food

Coca-Cola’s Oasis brand is launching an integrated marketing campaign to highlight how well the juice drink goes with food.

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The campaign features a new brand strapline, “Oasis, it’ll go with anything” and will roll out across TV, YouTube and outdoor.

Oasis also aims to inject humour into the brand and follows on from last year’s “fruity drinks and lunchtime dreams” push.

The lead TV creative stars an Oasis bottle that flirts with a Scotch egg in her office. It leads to the two having “lunch” before the Oasis bottle quickly reattaches its lid before being caught out.

Oasis bottle caps will feature food-related song lyric puns such as “wham, bam, thank you ham” and “quiche me baby” to further communicate the “humorous: brand proposition. The packaging has also been revamped in order to highlight its fruit content.

The campaign will also feature a further YouTube exclusive ad and additional behind the scenes footage and outtakes.

Tanya Ahluwalia, Oasis senior brand manager, says: “Reflecting the fun and cheeky personality of the brand, the activity taps into the British sense of humour, entertaining and engaging consumers with light-hearted comedy scenes feature popular lunchtime foods.”

The campaign was created by VCCP, who were appointed to handle its advertising account in September last year. The new TV ad launches tomorrow (2 April).

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