Coca-Cola Great Britain unveils innovative cinematic campaign for leading adult juice brand ‘Oasis’
RUN CACTUS KID, RUN
Coca-Cola Great Britain unveils innovative cinematic campaign for leading adult juice brand ‘Oasis'
This week Coca-Cola Great Britain (CCGB) launches an entertaining and interactive campaign entitled ‘Run Cactus Kid, Run' for its leading juice drink brand ‘Oasis'.
The content rich campaign builds the compelling tongue-in-cheek story of two lead characters through an initial series of three 30 second TV spots, national outdoor advertising, exclusive web content including a dramatic cinema-style trailer, and a final forth spot that concludes the story, which 'Oasis' drinkers will be able to vote for online.
‘Run Cactus Kid, Run' builds on the successful 'Oasis' positioning ‘for people who don't like water', which re-launched the brand to the UK in 2007. This year's TV campaign will run from 3rd July until late September with a new media approach, which aims to resonate and drive word of mouth amongst the 20-something male and female target audience with 21 opportunities-to-see and 92% reach.
The new integrated national outdoor, TV and online campaign focuses on the struggles of ‘Cactus Kid', the half cactus half man hybrid hero of the story, his devoted and outspoken girlfriend ‘Cactus Girl' and their life on the road together. The campaign takes the viewer on a cinematic journey of the two fictional characters who, against all odds, are united in their passion for each other, for drinking 'Oasis', and for disliking water.
The ‘Cactus Kid' character was brought to life by the Oscar winning makeup artists at Stan Winston Studios in LA (Predator, Alien, Terminator and Jurassic Park). His unusual green and prickly cactus-like looks and dislike of water earn him the love of his girl but also the persecution of a society that would rather see him outcast than accepted.
Shot in Mexico in the style of a classic American road movie, the TV ads are reminiscent of films including Rebel Without a Cause, True Romance, Bad Lands and Thelma & Louise.
The TV campaign features three 30 second episodic, storytelling ads entitled ‘Pregnant', ‘Diner' and ‘Motel', which will appear on terrestrial and digital TV throughout the summer. An additional extended spot named ‘Hospital' has been shot with two different endings so that fans of the campaign can vote online for the outcome they would most like to see of the relationship between ‘Cactus Kid' and ‘Cactus Girl'. The full series of spots and the extended final ad that receives the most votes will be shown online in sequence at the end of the campaign.
Additional online activity will give people further insight into the ‘Run Cactus Kid Run' story with specific sites and blogs dedicated to the points-of-view of the different characters to help further develop the storyline.
Building on the theatrical theme of ‘Run Cactus Kid, Run', the campaign also features an extended cinematic trailer to be shown exclusively online and outdoor advertisements including phone boxes and 96 sheets, which evoke classic movie posters.
Cathryn Sleight, Marketing Director Coca-Cola GB comments: "On the back of last year's hugely successful positioning ‘for people who don't like water', this year's campaign builds on the brand's irreverent humour designed specifically to appeal to the 20-something target audience. The interactive content rich campaign aims to entertain and involve people throughout the summer from traditional outdoor and TV ads to innovative online activity that helps build on the compelling ‘Run Cactus Kid, Run' story."
The ‘Run Cactus Kid, Run' campaign was created by ad agency Mother and Mike Maguire from Independent directing. Media was handled by Vizeum and online by Glue. The first TV spot will run at 21:10 during Big Brother on Channel 4 on Thursday 3rd July.
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'Coca-Cola' is a registered trade mark of The Coca-Cola Company. 'Oasis' is a registered trade mark of Atlantic Industries.
