Coca-Cola’s Oasis takes on Robinsons with squash drink

Coca-Cola is taking on Britvic’s Robinsons with a “significant” marketing investment in a new product, Oasis Mighty Drops.

Oasis Mighty Drops
Oasis Mighty Drops to launch in May, backed by ‘significant’ marketing investment.

Available from mid-May, the 56ml packs of the concentrated squash are designed to be used while on the go to create a juice drink by mixing with water. Initially Mighty Drops will come in three flavours: Mixed Berry, Mango and Raspberry Lemonade.

To support the launch, Oasis will be rolling out an integrated brand campaign from 1 May that takes a “light-hearted look at overnight celebrity culture” as the brand looks to engage with teen soft drinks consumers and boost sales across the entire juice drink range.

Sales of squash grew 3.8 per cent year on year to £534.3m in 2013, according to the Britvic soft drinks report, with Robinsons retaining the number one position in the sector.

The original Oasis portfolio will also be undergoing a pack redesign next month, which Coca-Cola hopes will create on-shelf standout by highlighting refreshment and flavour cues.

In addition, Oasis’ Summer Fruits and Citrus Punch variants will also be available in a new 6x250ml lunch box pack format.

At the same time a new Oasis flavour, Pineapple Rush, will be targeted at independent retailers to tap into the growing popularity of tropical flavours.

Juice drink sales grew 11.5 per cent to £652m last year, according to the 2014 Britvic Soft Drinks Review. Both value and volume sales grew in the grocery channel; however, the convenience channel saw value sales peaks of 15 per cent, making it the second-fastest growing sub-segment.

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