29 June 2007
Coca-Cola Great Britain Shakes Up Juice Drink Sector
Advertising campaign helps 'Oasis' achieve highest value share for three years.
Coca-Cola Great Britain's (CCGB) increased marketing investment in 'Oasis' is paying off. Just two months into the brand's biggest marketing push for six years, 'Oasis' now boasts its highest value share (within juice drinks) since 2003 at 14.7%*.
According to the latest Nielsen Grocery and Impulse figures, 'Oasis' has now overtaken its nearest rival on Total GB volume share (Juice and Juice drink sector)*, with a 12% share, making it the biggest adult juice drink brand in the latest 4 weeks. The figure includes a 22% growth* since CCGB 'refreshed' the brand's above the line marketing. The new campaign was designed to build an emotional connection with consumers, with new TV creative from advertising agency Mother and a heavyweight TV campaign planned and bought through Vizeum.
Designed to appeal to the 'Oasis' core audience of 20 something men, the three creatives 'Cowboy', 'Wilderbeast' and 'Clown' satirized popular film and TV genres using irreverent humour. The advertising premiered on ITV1 during the Champions League Semi- Final on May 2nd 2007 and has proved popular with the target audience in consumer testing.
Coca-Cola GB has supported the TV campaign with a through the line marketing programme including outdoor & radio as part of a £3.5 million pound** investment in the 'Oasis' brand this summer. CCGB have also updated the pack graphic design, introduced a new glass bottle (375ml) and a new six by 375ml multi-pack which was launched into the trade in May.
In tandem with the new marketing campaign CCGB also replaced the 'Oasis Fusion' range with the all new 'Oasis Extra Light', range in May. The name reflects the 3kcal/100ml extra light formulation and includes three flavours, 'Summer Fruits Extra Light' and 'Power Berry Extra Light' (launched in May) and 'Peach Passion Extra Light' which will launch in September.
Cathryn Sleight, Marketing Director for Coca-Cola GB comments: "Despite being off our screens for six years, Oasis is in a really strong position with a growth rate of +24% year on year and a brand value of £72 million*. As the fastest growing established drink it its sector*** it's exciting to see such a positive sales performance in just nine weeks and look forward to continued growth in the brand in coming months."
Notes to Editors:
* Source: Nielsen Scantrack Total Coverage share of juice drinks to WE 09.06.07
* Source: AC Nielsen Scantrack Total Coverage (6wks to 09.06.07 vs 6wks to 28.04.07)
* Source: AC Nielsen Scantrack Total Coverage (Value - latest MAT to 09/06/07)
* Biggest adult juice drink brand in the last 4 weeks
** Estimated media value as calculated by Vizeum
*** 'Oasis' is the fastest growing brand out of the top 5 JD brands.
'Coca-Cola', 'Coke', 'diet Coke' and 'diet Coca-Cola' are registered trade marks of The Coca-Cola Company.
'Oasis' is a trade mark of Atlantic Industries.
Coca-Cola Great Britain's (CCGB) increased marketing investment in 'Oasis' is paying off. Just two months into the brand's biggest marketing push for six years, 'Oasis' now boasts its highest value share (within juice drinks) since 2003 at 14.7%*.
According to the latest Nielsen Grocery and Impulse figures, 'Oasis' has now overtaken its nearest rival on Total GB volume share (Juice and Juice drink sector)*, with a 12% share, making it the biggest adult juice drink brand in the latest 4 weeks. The figure includes a 22% growth* since CCGB 'refreshed' the brand's above the line marketing. The new campaign was designed to build an emotional connection with consumers, with new TV creative from advertising agency Mother and a heavyweight TV campaign planned and bought through Vizeum.
Designed to appeal to the 'Oasis' core audience of 20 something men, the three creatives 'Cowboy', 'Wilderbeast' and 'Clown' satirized popular film and TV genres using irreverent humour. The advertising premiered on ITV1 during the Champions League Semi- Final on May 2nd 2007 and has proved popular with the target audience in consumer testing.
Coca-Cola GB has supported the TV campaign with a through the line marketing programme including outdoor & radio as part of a £3.5 million pound** investment in the 'Oasis' brand this summer. CCGB have also updated the pack graphic design, introduced a new glass bottle (375ml) and a new six by 375ml multi-pack which was launched into the trade in May.
In tandem with the new marketing campaign CCGB also replaced the 'Oasis Fusion' range with the all new 'Oasis Extra Light', range in May. The name reflects the 3kcal/100ml extra light formulation and includes three flavours, 'Summer Fruits Extra Light' and 'Power Berry Extra Light' (launched in May) and 'Peach Passion Extra Light' which will launch in September.
Cathryn Sleight, Marketing Director for Coca-Cola GB comments: "Despite being off our screens for six years, Oasis is in a really strong position with a growth rate of +24% year on year and a brand value of £72 million*. As the fastest growing established drink it its sector*** it's exciting to see such a positive sales performance in just nine weeks and look forward to continued growth in the brand in coming months."
Notes to Editors:
* Source: Nielsen Scantrack Total Coverage share of juice drinks to WE 09.06.07
* Source: AC Nielsen Scantrack Total Coverage (6wks to 09.06.07 vs 6wks to 28.04.07)
* Source: AC Nielsen Scantrack Total Coverage (Value - latest MAT to 09/06/07)
* Biggest adult juice drink brand in the last 4 weeks
** Estimated media value as calculated by Vizeum
*** 'Oasis' is the fastest growing brand out of the top 5 JD brands.
'Coca-Cola', 'Coke', 'diet Coke' and 'diet Coca-Cola' are registered trade marks of The Coca-Cola Company.
'Oasis' is a trade mark of Atlantic Industries.
