-Cola Enterprises Ltd is making an investment into its Oasis juice drink range with the launch of a new tropical variant.The launch is for independent retailers to help recruit teens to the brand and drive sales.
The juice drink brand is building on the growth seen in the Juice Drinks sector by launching a Pineapple Rush variant to tap into the popularity of tropical flavours.
The new flavour – which is available in both plain and £1 price-marked packs from April – follows the launch of Oasis Mango Medley last year.
To drive further growth, Oasis will also be launching an integrated brand campaign which takes a look at modern life.
The campaign includes a TV commercial – which will be on air from 1st May – taking a light-hearted look at the overnight celebrity culture, and aims to engage with teen soft drink consumers in order to boost sales across the brand’s entire juice drink range.
A refreshing new pack design will deliver increased impact through refreshment and flavour cues, creating on-shelf standout and grabbing shoppers’ attention on the fixture.
As part of the brand refresh, Oasis is investing in further innovation by launching Oasis Mighty Drops to selected retailers this year, which will be supported with a wider roll out in 2015.
Available from mid-May, the 56ml packs of super concentrated squash are available in Mixed Berry, Mango and Raspberry Lemonade flavours and can be added to water while on-the-go to create a juice drink.
With a pack format that is portable and easy to store in a handbag or gym bag, the launch aims to unlock new consumption occasions and will be available to retailers in May.
At an RRP of £2.49, Oasis Mighty Drops enables retailers to offer shoppers a value option for enjoying a drink on the move, with a 10p per serve price point when sold at the RRP.
Caroline Cater, operational marketing director at Coca-Cola Enterprises, said:
“With the juice drink sector performing strongly and growing by 11.1% in indies and symbols, we wanted to continue to drive this growth by investing in Oasis and broadening the appeal of the brand.
“Oasis Pineapple Rush offers consumers a new flavour that is designed to appeal to young adults and teens, which will help to encourage trial of the brand.
“The new marketing campaign focuses on helping consumers to see the funny side of life.
“Oasis Mighty Drops offers big bold flavours in a great value, convenient small pack that suits busy modern lives.
“Along with the new eye-catching packaging, this investment will help retailers to drive further sales this summer, so we’d encourage them to stock up now on the Oasis range.”
