Coca-Cola European Partners (CCEP) will launch a new zero-sugar sparkling water product in the UK as part of its Oasis brand.
Oasis Aquashock is available in two contrasting flavours: the spicy raspberry version is flavoured with fiery chilli, while the chilled cherry flavour contains cooling, tangy lime. CCEP said the new brand would “appeal to young adult consumers who are looking for excitement within the flavoured water sector”.
Oasis Aquashock will be available in 500ml PET bottles with a translucent lid, bottle and label that will set it apart from Oasis juice drinks. The launch will be supported by a ‘five-figure’ marketing spend including in-store sampling and point-of-sale activity.
The launch coincides with a brand refresh across the rest of CCEP’s Oasis portfolio, which will kick in this May. CCEP said the new design is ‘bold, quirky and fun’ and will deliver impactful standout on the shelf. It will also help to create differentiation across the Oasis portfolio so consumers can easily identify their favourite Oasis variant, CCEP said.
Simon Harrison, customer marketing director GB for CCEP, said: “Oasis Aquashock is an exciting new addition to the Oasis portfolio. We’re constantly looking to innovate and respond to consumer demand, and with over half of Oasis consumers drinking flavoured water, now is the perfect time for us to launch Oasis Aquashock.
“Flavoured water is up 4% year-on-year and we’ve noticed a significant opportunity within the sector amongst young adults. Market research shows that this audience is looking for new products and excitement, and with its unique flavours, Oasis Aquashock is sure to help retailers further grow this sector.
“Shortly after we’re also energising the wider Oasis brand with a modern new look and messaging that is bold and bright, highlighting the fun and cheeky personality of the Oasis brand.”
The brand is well-regarded for its tongue-in-cheek marketing activities and light-hearted taglines. In 2015, it embarked on an out-of-home campaign that included straightforward calls to action including ‘it’s summer, you’re thirsty, we’ve got sales targets’.
Then, last year, it kicked off a competition in which consumers could ‘win a cut of our remaining marketing budget’ with prizes ranging from £17.61 to £661.48, plus a bonus prize of £1,515.58.
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