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Product news: Quirky promotion on Oasis from CCEP

Merril Boulton ·

Coca-Cola European Partners (CCEP) is launching a new on-pack promotion across its Oasis brand. The light-hearted, yet disruptive promotion will run across all flavour variants giving consumers a chance to win a share of Oasis’ remaining 2017 marketing budget.

The new ‘Win a Cut of Our Remaining Marketing Budget’ promotion will run between September 25 and November 5, and will offer consumers the chance to win between £17.61 and £661.48 of the brand’s £34,672 marketing budget. One lucky person will also receive a bonus prize of £1,515.58.

Consumers must enter a unique code on promotional packs to be entered into a prize draw, with more than 1,000 winners selected at random ‘winning moments’ throughout the competition period.

The limited-edition promotional packs will appear across Oasis’ 500ml plain and PMP packs and will be supported by the brands annual £3million marketing campaign, which includes out-of-home and digital advertising and in-store POS centred around the lunchtime occasion.

The quirky campaign is designed to be refreshingly honest to engage with the brand’s core target audience of 16-24 year olds, with an innovative prize supported by ‘always on’ communications throughout the competition period.

The promotion is set to help retailers increase their sales by tapping into the popularity of the £298.7million instant consumption juice drinks sector, of which Oasis is the number two brand.

Simon Harrison, customer marketing director GB at 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.”

This activity follows the rebrand of Oasis Lights to Oasis Zero and the launch of Oasis Kiwi Apple Sour and Apple Cherry Sour flavours designed to excite and engage consumers whilst helping to drive sales for retailers.

The core Oasis range, which includes Summer Fruits, Citrus Punch and Mango Medley, is low in calories with 4.1g of sugar per 100ml. Oasis Sour flavours include 0.6g of sugar per 100ml and Oasis Zero 0.5g of sugar per 100ml.

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Weekly retail fuel prices: 2 October 2017
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