Coca-Cola Europacific Partners (CCEP) has announced the return of its light-hearted summer campaign for its Oasis brand, designed to help retailers tap into the lunchtime occasion.
The ‘Be Your Own Oasis’ campaign launched at a pop-up event in London this week where TV stars Helen Flanagan, Jordan Banjo, Miles Nazaire and Emily Blackwell transformed the iconic Soho Square Gardens into an exotic Oasis tiki bar.
The campaign will run throughout the summer and aims to show that ‘while Oasis can’t change our characters… it can refresh them’, through targeted video content on social media, alongside digital out-of-home takeovers across high footfall areas in city centres. Quirky headlines include ‘Oasis won’t change your life, just your lunch hour’; ‘A Lifetime of happiness? No. A Lunchtime of Fruitiness? Yes’, and bespoke creatives to support the latest Oasis Exotic Fruits Zero Sugar variant, like ‘Makes Your Hour Full of Passion (Fruit)’.
The campaign will focus on young adults in urban centres when they are looking for refreshment whilst on the go and to accompany their lunch and will build on the success of last year’s Oasis summer campaign.
Martin Attock, Vice President, Commercial Development at CCEP GB, said: “Lunchtimes remain key for the growth of juice drinks, in fact 56% of Juice Drinks are consumed as part of a “Meal for Now” occasion.
“Across the juice drinks category sales of on-the-go formats have continued to grow in value and volume over the last year. We expect this to continue, particularly throughout the summer, so this campaign will help keep Oasis front of mind with consumers on their lunchtime shopping mission, helping to drive incremental sales in-stores.”
NAM Implications:
- An illustration of consumer expectation management…
- Which, if consumers take it literally…
- …this could be one to watch.
- (And even try…)
