Coca-Cola European Partners (CCEP) has launched an irreverent promotion across its Oasis brand, offering consumers in the UK the chance to ‘Win a Cut of Our Remaining Marketing Budget’.
Beginning next week, the promotion will run until 5 November accompanied by limited-time promotional packaging, and involves prizes ranging from £17.61 to £661.48. There is also one bonus prize of £1,515.58. The total cash pot, Oasis said, is “£34,672 (after the cost of this promotion)”.
The light-hearted drinks brand has run tongue-in-cheek activations in the past: in 2015, it lifted the lid on a series of out-of-home advertisements with slogans including “it’s summer, you’re thirsty, we’ve got sales targets”. At the time, Oasis said it wanted to “recruit a fresh generation of consumers”.
Simon Harrison, GB customer marketing director for Coca-Cola European Partners, said: “Our new ‘Win a Cut of Our Remaining Marketing Budget’ promotion maintains the unique tone of voice of the Oasis brand, and is another example of how we’re engaging consumers, delivering an original and fun promotion that will appeal to a young adult target audience.
“The prospect of winning part of our marketing budget will encourage both existing and new consumers to buy the much-loved juice drink brand, helping wholesalers and retailers to maximise their sales.”
The promotion will appear across Oasis’ 500ml plain and price-marked packs and will be supported by the brand’s annual £3 million marketing campaign, which includes out-of-home and digital advertising and in-store point-of-sales (POS) material centred around the lunchtime occasion.
The quirky campaign is designed to be ‘refreshingly honest’ and engage with the brand’s core audience of 16-24 year olds. The precise amounts on offer reflect the nature of the giveaway, and the whole campaign will be supported by an ‘always-on communications’ programme running for the duration of the competition.
It follows the rebrand of Oasis Light to Oasis Zero and the launch of two sour flavours of Oasis earlier in the year.
© FoodBev Media Ltd 2019
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