Coca-Cola Europacific Partners (CCEP) has brought back its ‘Be your own Oasis’ campaign to drive Oasis sales during the summer.
The campaign will run throughout the summer with targeted social media videos and digital outdoor advertising in city centres. It focuses on young adults in urban centres who are looking for on-the-go and lunchtime refreshment.
It launched at a pop-up event in London on 21 June. TV personalities Helen Flanagan, Jordan Banjo, Miles Nazaire and Emily Blackwell hosted an Oasis tiki bar, serving the new Oasis Exotic Fruits zero-sugar juice drink.
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Currently, Oasis is the UK’s number-one juice drinks brand according to Nielsen, worth £94.5m. It is also growing at a faster rate than the wider category.
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.”
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